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Atom Brands launches Boutique-y Rum Company

Atom Brands, the company responsible for That Boutique-y Drinks Company, has extended its collection of limited-edition, small batch casks to rum, with the launch of That Boutique-y Rum Company.


Taking its cue from sibling brands That Boutique-y Whisky Company and That Boutique-y Gin Company, the That Boutique-y Rum Company (TBRC) collection features a range of limited-edition small batch rum releases from long lost distilleries and extremely rare casks, available throughout Atom Brand’s distribution and importer Maverick Drinks.

Created with the help of rum expert Peter Holland, the TBRC range comprises rare bottles and aged rums from exciting or long-lost distilleries, including the Caroni Distillery in Trinidad and Monymusk in Jamaica, as well as unexpected finds such as unaged offerings from O Reizinho Distillery in Portugal. There will also be top secret distillery bottlings aimed at the most devoted rum-lovers.

“That Boutique-y Rum Company aims to bring you rums from familiar producers and regions as well as from places you perhaps wouldn’t expect,” said Holland. “My personal aim is to source rums that excite me. Don’t expect everything to be aged and do expect to encounter rums that don’t taste like the ‘norm’.”

The range also aims to tackle the “unspoken and inaccurate” notion that the darker the rum, the older it must be, with the team creating its own classification system for TBRC bottles.

Taking inspiration from the Gargano Classification System, TBRC will categorise its range by method of production. For example, whether the rum hails from a single distillery or multiple distilleries, from a traditional column still or a pot still, with the aim of making its easier for consumers to navigate.

“That Boutique-y Rum is such an exciting range for us to bring to our partners – one that will continue to grow and evolve over the coming years,” said Michael Vachon, co-founder of Maverick Drinks. “Each bottling will be small batch and limited edition, with a fresh approach to rum categorisation that is all about the process and the provenance, not the colour.”

In addition, each bottle features an artwork by digital painter, Jim’ll Paint It, to create bespoke bottle labels designed entirely in Microsoft Paint, which aim to tell a story about the rum, the distilleries or simply demonstrate the personality behind the Boutique-y releases.

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