The London Dungeon has a new cocktail partner
British rum brand V Rum is bringing the fear factor ahead of Halloween as the new exclusive cocktail partner of The London Dungeon.
The craft rum brand, produced in Eastleigh, has released a bespoke rum as part of the partnership, which will run until Halloween.
Carl Churchill, Founder of V Rum, told db: “Merlin Entertainments, as the owners of the London Dungeon were keen to explore the prospect of bringing something different to the visitors to their attraction. The London Dungeon already operates a successful bar at the end of the experience which is now stocking V and it felt like a great opportunity to take that one step further in preparation for Halloween.”
RedRum, the new expression, serves as a nod to the notorious figures of Victorian London including Jack the Ripper and the Plague Doctor.
Churchill said the new partnership is an “important part of our strategy” to put the brand “in front of a non-traditional audience”.
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The London Dungeon welcomes 700,000 visitors each year. “A large proportion of these visitors may not have yet encountered V in the market,” Churchill said.
He intends for V Rum to stand out against drinks brands doing “more of the same”. Churchill explained that while plenty of drinks brands are “fighting for listings in the usual suspects”, V Rum’s strategy “includes an element of that along with working with partners to deliver something as different and exciting as the liquid itself”.
V Rum has also crafted three exclusive cocktails for the partnership:
- The Ripper
- Plague-colada
- Torturer’s Tipple
As part of the partnership, V Rum and The London Dungeon will also host two exclusive ‘Blood Curdling’ Rum Cocktail Masterclasses with Dungeon Tours in October.
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