Fledging booze startup Punchy has launched a duo of alcoholic and non-alcoholic rum punches into Selfridges.

The brand’s spiced rum punch has rolled into the upmarket retailer in 0% abv and 4% abv variants, with an eye to luring drinkers and non-drinkers alike.

They are flavoured with peach, ginger, chai spice, soda and rum or rum flavouring, and are vegan, gluten-free and come in below the threshold for the sugar tax (rsp: £2.70-£3.99/250ml).

The brand’s founder, Paddy Cavanagh-Butler, had originally planned to start a rum brand, but instead decided “to create a drink which would bridge the gap between drinkers and non-drinkers so everyone could be included”, said Punchy sales and operations manager Sam Matanle. “There is a real need for brands to try and find a gap in the middle.”

To mark the launch into Selfridges it is hosting an activation, challenging shoppers to try both versions of the drink to see if they can tell the difference.

Punchy has plans to extend the range with a tequila punch, set to launch next May, and is exploring whisky, prosecco, gin and vermouth variants.

The rum punches will launch into Ocado later in the year, and talks are underway to secure listings in further high-end and independent retailers such as Fortnum & Mason.