The Duppy Share Rum Expands to Denmark with Innovative Distribution Strategy

The Duppy Share Rum, a London-based Caribbean rum brand, has officially launched in Denmark by teaming up with Danish distribution platform Bemakers. This collaboration marks a significant step in the brand’s global expansion strategy, allowing it to maintain creative control while reaching a broader audience.

Jack Orr-Ewing, CEO and founder of The Duppy Share Rum, expressed his excitement about the new market during an interview with The Spirits Business:
“We’re excited to start this partnership with Bemakers in Denmark. For many years, Duppy Share have been exporting via traditional distribution partnerships.”

The Story Behind The Duppy Share Rum

Inspired by Caribbean folklore, The Duppy Share Rum gets its name from the mythical “duppies”—mischievous spirits said to steal the best portions of rum aging in barrels, a concept also known as the “angel’s share.” Staying true to its roots, the brand sources its rums from two renowned distilleries: Worthy Park in Jamaica and Foursquare in Barbados.

Its portfolio features three expressions:

• Duppy Share Aged: A blend of three-year-old Jamaican and five-year-old Barbadian rum.
• Spiced Rum: A pineapple-forward rum full of tropical flair.
• White Rum: A 100% Jamaican expression developed in partnership with London rapper and actor Kane ‘Kano’ Robinson.

The Duppy Share Rum Enters Denmark with Bemakers

By partnering with Bemakers, The Duppy Share Rum gains more than just a sales partner—it accesses a launch platform designed to empower independent brands. The Bemakers infrastructure offers full support in legal compliance, logistics, tax management, and market access while preserving control over pricing and branding.

According to Orr-Ewing, “Bemakers offers an innovative business model that allows brands to be more targeted and aggressive when launching a new market… Together, we have the ambition of creating an alternative to scaling brands outside of home markets” (The Spirits Business).

Why Denmark? Why Now?

The decision to launch The Duppy Share Rum in Denmark aligns with Bemakers’ mission to help bold, high-quality brands thrive globally. Morten Stengaard, CEO and co-founder of Bemakers, shared his enthusiasm in The Spirits Business:
“The Duppy Share represents the kind of brand we built Bemakers for: bold, world-class, and ready to grow on their own terms.”

He added, “We believe the future belongs to brands that want to stay connected to their markets and consumers, and The Duppy Share is leading by example.”

A New Era for Rum Distribution

This launch is pivotal for Bemakers, which recently received approval from the UK’s Department for Business and Trade (DBT) as a certified service provider. The company also introduced its platform in Spain, increasing its reach to over 47 million potential consumers.

Not Just Business—Plenty of Personality Too

The Duppy Share Rum isn’t afraid to show its playful side. Earlier this month, the brand joined in on April Fool’s Day by teasing a humorous new product: “bottled Caribbean air with 100% vibes.” The light-hearted stunt reflects the brand’s commitment to quality and cultural storytelling.

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Source of information

The Spirits Business Article — Duppy Share Rum launches in Denmark, written by Miona Madsen

The image of the article is courtesy of © Sean Pavone via Canva.com