“Why don’t girls drink rum? It’s delicious.”
“We should make a rum! Rum is going to be the next gin.”
“If that is true, we should make a rum for girls.”
It’s paraphrased, A LOT, but that was the conversation, that would eventually blossom into Sugar Girl Rum.
So, we made one. A light, smooth, delicious rum, that rocks on the rocks, or when paired with flavoured tonics!
But it was clear rum in a clear bottle. It needed a brand. It needed a story. We began reading about the world history of rum. Obsessively. In amongst the tales of pirates, bootleggers, and well-dressed gangsters, we found our inspiration.
They were called rum runners. And they were pretty hard core. Women, who during the American prohibition of the 1920s, used to hide rum in their boots, and under their skirts, to sell in bars and speakeasies. We developed the character of Gloria, who didn’t just slip rum out from under her coat, she had a whole rum running operation, and a party boat 3 miles off the Miami coast.
Just as we were about to start selling our fabulous, fierce, female rum, Covid-19 landed on our shores. South Africa was placed under Lockdown, and alcohol sales were banned.
We wanted a prohibition story, so we got one. The universe has a sense of humour.