Cloven Hoof Spiced Rum was launched in Oct 2016, establishing itself as one of the fastest growing spiced rums in the UK. In a market now worth over £1b, YOY sales are up over 171% in 2018 (EBITDA -£16,410). The company's second product 'Over Hoof' was launched in Mar 18 and sold out in 6 weeks.
According to the Wine & Spirit Trade Association, UK rum sales increased by 18% in volume and 38% in value terms in the past five years, with sales of flavoured and spiced rum growing by 14% in the UK off-trade in the 12 months to September 2017. According to Statista this growth is set to continue and the UK rum market is expected to grow annually by 14% (CAGR 2018-2021).
Like the gin revolution, rum consumers are trading up from old mainstream brands to premium innovative brands and they are increasingly seeking out quality and provenance. The rise of craft cocktails has given the rum industry a further boost.
“Cloven Hoof” was created by pub landlord Paul Stanley. He blended quality base rums in the pub kitchen, experimenting with flavours. Paul stumbled across a blend he loved - it was so popular with the pub regulars that he felt compelled to go to market.
Cloven Hoof is a blend of two quality aged rums; a darker rum from the Diamond Distillery in Guyana and a lighter aged rum from Trinidad Distillers. These rums are imported into the UK and then blended and spiced.
The brand is an irreverent play on the devil and has gained a big following in the UK’s rock music scene, with many bands and a number of festivals including Planet Rock, Ramblin’ Man and Steelhouse embracing the product, the ethos and quite literally RAISING THE HOOF.