Drinks firm Kingsland Drinks has partnered with the Co-operative (Co-op) to create the supermarket’s first own-brand Fairtrade rum. 

 

Kingsland Drinks, which operates as a wine importer and also owns its own spirits brands, collaborated with the Co-op to source a bourbon barrel aged rum, a Caribbean blend from the Dominican Republic, Barbados, and Venezuela.

 

Andy Hoyle, spirits buyer for Kingsland Drinks, explained that the Fairtrade spirits category was new to both Kingsland and the Co-op. Research led the teams to partner with the Fairtrade Foundation and select and create the final rum.

 

Hoyle added: “It was great to be given the opportunity to work collaboratively with the Co-op buyers, sourcing and creating the new product with the assistance of our NPD [new product development] lab.  I have personally seen the great work that Fairtrade does for workers and the wider communities in developing countries — hopefully we can continue to transition and expand the category further in the near future to ensure more Fairtrade Spirits are available for UK consumers.”

 

Phoebe Baxter-Graham, junior buyer at the Co-op, said: “It’s fantastic to see Co-op’s first own-brand Fairtrade Rum launching. It is a landmark alongside Co-op’s 30th anniversary of supporting Fairtrade this year and it has been a real pleasure to work alongside Kingsland Drinks to produce this excellent Fairtrade spirit.”

 

Co-op Irresistible Limited-Edition Fairtrade Golden Rum will be available in Co-op stores from August 2024.