DropWorks Valentine’s Day Distillery Tour Offers Experience Over Flowers

Europe’s largest rum distillery, DropWorks in Nottinghamshire, has launched a campaign encouraging couples to swap predictable presents for a Valentine’s Day distillery tour, according to reporting by The Spirits Business.

The push aligns with findings from the 2025 Valentine’s Day Survey conducted by Create Gift Love. The survey, which gathered responses from more than 1,000 participants, found that many couples now prefer meaningful experiences over traditional gifts like flowers, chocolates, or teddy bears.

In fact, respondents ranked generic, impersonal gifts among the worst they had ever received—barely better than receiving nothing at all. Experience-based gifts, on the other hand, ranked among the most cherished.

DropWorks Positions Its Valentine’s Day Distillery Tour as a Memory-Maker

Lewis Hayes, founder and master distiller at DropWorks Rum, believes immersive experiences offer lasting value.

“Immersive experiences can make the best Valentine’s Day gifts, giving you and your loved one the opportunity to make lasting memories together,” Hayes told The Spirits Business. He added that while flowers wilt and chocolates disappear, shared moments become permanent parts of a couple’s story.

Hayes highlighted the distillery’s tours as a strong example of a meaningful alternative. “Perfect for drink enthusiasts and those curious to discover something new this February, DropWorks’ distillery tours are a great example of a truly memorable gift,” he said.

During the tour, guests explore the production process behind the brand’s rums, learn about the ingredients used across the portfolio, and participate in guided tastings.

Upgrade the Experience with a Cask Tasting

For couples seeking something more in-depth, DropWorks also offers a cask tasting experience.

“Or, for those wanting to take it a step further, join us at the bar for our cask tasting experience, where you’ll delve deeper into the tasting, maturation and magic that happens inside the barrel,” Hayes explained, according to The Spirits Business.

By offering both educational and interactive elements, the brand positions the Valentine’s Day distillery tour as both romantic and experiential.

Celebrating at Home? Try the DropWorks Rhubarb Daiquiri

For those who prefer to celebrate at home, DropWorks has also shared a seasonal cocktail recipe.

DropWorks Rhubarb Daiquiri

A Valentine’s-inspired twist on the classic Daiquiri, designed to enjoy together.

Ingredients:

• 50 ml DropWorks Clear Drop Rum
• 10 ml rhubarb syrup
• 5 ml sugar syrup
• Juice of one whole lime

Method:

Add all ingredients with ice into a cocktail shaker. Shake until well chilled. Double strain into a cocktail glass and garnish with a ribbon of rhubarb.

As reported by The Spirits Business, DropWorks taps into a broader shift in consumer behavior: people increasingly value experiences over objects. This Valentine’s Day, the brand invites couples to trade roses for rum—and memories that last longer than a bouquet.