Vapoura Rum is positioning itself as a British alternative to Caribbean spirits, aiming to change how the category is perceived in the United Kingdom.
Founders’ backstory and the spark of an idea
Ed Jackson and Olly Barkley first crossed paths on the rugby field before an injury and retirement left them in different towns. During the COVID‑19 lockdown, the pair launched a charity called Millimetres to Mountains, and they also discovered a shared habit of sipping rum at home.
“We kept ourselves busy during lockdown by drinking a lot of rum,” Jackson said. The experience led them to wonder why the UK lacked a premium rum that could compete with Caribbean offerings.
That question became the seed for Vapoura Rum, a brand that seeks to be “more contemporary, something more progressive” than the nautical, swashbuckling images typical on the shelves.
Choosing a different production path
Most rum makers buy bulk spirit from overseas, bottle it locally, and add a marketing story. Jackson and Barkley wanted control over the entire process, from yeast selection to the source of molasses and botanical blends.
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“We went with the idea of finding the distiller and wanting to have a say in everything… we didn’t want to put loads of modifiers and syrups in it,” the co‑founder said.
The team discovered that many English‑labeled premium rums were simply Caribbean distillates rebranded. “It felt a bit disingenuous,” Jackson added, prompting Vapoura to source its own aged stock.
They have been aging rum for three years, with new casks added every three to six months. “Every three to six months, it’s this amazing process… we’ve got this emotional bond with everything that’s been through,” Barkley explained.
From a business perspective, the early months proved more expensive and time‑consuming than the founders expected. Barkley admits the venture “was well short of the reality of how time‑consuming and costly the setup would prove to be,” yet both remain convinced the effort has paid off.
Branding, marketing and future expansion
Vapoura’s visual identity moves away from traditional nautical themes, opting for a sleek, modern look that aligns with music and event culture. The brand has partnered with DJs and even released its own album to attract a younger audience.
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Jackson says the company plans to broaden its footprint beyond London, Bristol and Bath, targeting cities such as Manchester and Birmingham. “We want to move up north… it culturally makes a lot of sense for us,” he noted.
Export ambitions are also on the horizon. The founders intend to test markets abroad next year and are seeking investment this year to fund that push. “We’re looking to test on various export markets next year… penetrating them even deeper in ’28,” Barkley said.
Product premiumization continues with the upcoming release of a limited‑edition “Chapter 3” liquid, planned in partnership with another luxury English brand.
They aim for national shelves.
While the founders still manage daily operations, they acknowledge the need to build a larger team. “We want to build the team that can take this to the next level,” Jackson said, referring to a fundraising round aimed at hiring senior staff over the next two years.
