Foxhole gin firm prepares Mad City rum launch
Gin producer Foxhole Spirits has entered the rum category with the launch of a brand called Mad City.
The white rum blend is made from Fairtrade rum from Jamaica, Guyana, the Dominican Republic and Barbados, with 25 botanicals which the company says are “sustainably sourced where possible”.
The rum is designed to fit in with Foxhole’s ethos of creating new products using surplus materials from other production processes, in this case molasses, a by-product of sugar refining.
Foxhole Spirits makes two gins: Foxhole, made from leftover skins from English wine production, and Hyke, produced using surplus eating grapes from supermarkets’ supply chains.
The rum’s full botanical bill comprises coffee, coconut, papaya, cherry, lime peel, sweet orange, bitter orange, rosemary, coriander seed, allspice, cassia bark, green cardamom, black cardamom, cloves, nutmeg, vanilla pods, cacao nibs, ginger root, tonka beans, molasses, liquorice root, lapsang souchong, cubeb, hibiscus tea and vetiver root.
The bottle features a label by Bristol-based urban artist Sled One, inspired by the city’s Stokes Croft and St Pauls districts and intended to capture “the complexity, vibrancy and intrigue, not just of Bristol, but of all the other Mad Cities across the globe”.
The rum is officially launched on Thursday (July 23) but pre-orders are already being taken on the company’s own website at £29 a bottle.
The launch wil be backed by a digital marketing campaign fetauring three suggested cocktail serves.
James Oag-Cooper, co-founder and managing director of Foxhole Spirits, said: “Our goal has always been to prove that using sustainably sourced, surplus materials can create spirits better than those that use grown-for, single purpose materials.
“With Mad City we’ve been able to apply our skill working with botanicals to rum and demonstrate expertise in a different category.
“We believe that the style of Mad City, with no sugar added post-distillation, puts it in a category all of its own.
“The result is fine and balanced, absolutely delicious, and thoroughly satisfying to drink.
“This isn’t a flavoured rum, or a spiced rum. It’s Mad City”.