CUT RUM is a premium rum range, aimed at young urban consumers and made from real ingredients with no artificial flavourings. Focusing on the uncomplicated natural ingredients and flavour profiles of the liquids themselves, we created the brand from the ground up to disrupt the expected category norm of pirates and sea-faring, Caribbean stories. With a youthful, edgy attitude and visual aesthetic that instantly communicates its unique and urban nature, CUT RUM has been an immediate success in both the on and off-trade.