An independent spirits company has launched a super-premium rum into the UK, which it hopes will compete with leading top shelf spirits.

Elements Eight rum is available in two styles, Platinum and Gold, by Elements Eight Rum Company, which has a partnership with St Lucia Distillers in the Caribbean.

The brand's name alludes to the eight key elements necessary for premium rum production. "We hope to update rum's image and allow many consumers to dis­cover rum for the first time," said director Andreas Redlefson.

The company was set up by Redlefson and fellow director Carl Stephenson, who both have global experience in developing premium spirit brands.

In its annual Rum Report last week (The Grocer 3 June, p76), The Insight Connection revealed a growing trend in the UK for premium rum variants.

Elements Eight will retail at £24.99 for a 40% abv 70cl bottle.