Silk Road Distillers rebrands as Offbeat rum
Silk Road Distillers has changed it name to Offbeat, following a public crowdfunder campaign to rebrand.
The rum brand was entrusted to the public with choosing its new name as part of a crowdfunding campaign, which achieved 102% of its target in just 14 days, raising £5,139. More than 70 names were submitted for the rebrand and these were whittled down to a shortlist, and finally the winning name Offbeat was selected.
Founder, George Agate, said the new name “demonstrates the exciting direction the brand continues to take, challenging the norms, and celebrating the offbeat”.
The white rum, which was originally launched under the name Silk Road Distillers last year, championed a new suggested serve: rum and tonic.
Offbeat uses the same botanicals: a blend of ginger, lemongrass, cinnamon, hibiscus, rosehip and pink peppercorns.