Deeds Rum Appoints Chris Rigby as Strategic Advisor

Deeds Rum, the English Blended Rum brand, is pleased to announce Chris Rigby is its new Strategic Advisor. The move comes as Deeds gears up to accelerate its expansion across the UK and beyond, and consolidate its presence within the live music scene and alternative festival circuit.

Rigby was a part of the team at Don Papa Rum, acquired by Diageo in March 2023. Having also championed Captain Morgan Original Spiced Rum in Europe and a former Director of Sailor Jerry is steeped in the rum industry. His wealth of experience within the premium spirits sector will propel Deeds Rum towards international growth. Deeds Rum is owned by The Miracle Rum Company, founded by industry veteran Matthew Mckee, a brand builder and distribution expert. 

Created in Pontefract in Yorkshire, a town with a history of growing liquorice and producing Pontefract Cakes, legend has it that in the 1800s “a curious soul began adding Pontefract cakes to the local imported Caribbean Rum and created the original black Rum blend.” Pontefract Cakes, also known as “Yorkshire Pennies”, feature on the brand logo.

The result is a smooth, jet-black flavoured rum blend, with notes of natural vanilla, toasted caramel and liquorice. The most popular serving in the on-trade thus far - notably in venues that support live and grassroots music - is the Dark Deeds: Deeds over ice, topped with ginger beer and a wedge of lime. 

Chris Rigby comments:“I've seen at first hand the significant potential for quality rum brands & I'm looking forward to supporting such a creative & experienced industry player, Matthew Mckee, in realising his vision for Deeds.”

Matthew Mckee adds:“I founded The Miracle Rum Company because I see premium Rum’s huge potential. To keep on top of the game, brands need to innovate and be adventurous in their liquids. Deeds is making some serious headway in the on-trade space, already securing national distribution with LWC and landing listings in iconic rock and roll locations such as The Garage London, Rock City Nottingham, and Thekla in Bristol. Deeds is our hero product and we’re pushing boundaries when it comes to flavour, bringing in liquorice for uniqueness with the smoothness that rum is known for. Working with Chris will elevate our brand to the next level -  to have someone with this level of experience and expertise on board is a real coup for us.”

The appointment comes as Deeds prepares for major expansion in 2025. The brand has already secured key UK wholesale listings - including a national listing with LWC - and gaining presence in iconic venues such as Rock City, The Garage, Lane 7, on-trend street-food market chain The Market Place, and Kew Green Hotels. Deeds is also available DTC via Master of Malt (RRP £27.95) and Hard to Find Whisky.