The V Rum London Dungeon partnership has officially launched, making the English rum brand the exclusive cocktail partner of the iconic attraction in the lead-up to Halloween.
To celebrate, V Rum introduced a special edition called RedRum—a clever play on the word “murder” spelled backward. According to The Spirits Business, the brand designed RedRum as a dark tribute to infamous Victorian London figures, including Jack the Ripper and the Plague Doctor.
Carl Churchill, founder of V Rum, explained the inspiration behind the launch:
“Partnering with The London Dungeon is a perfect fit for V Rum, and we wanted to create something truly unique to mark the occasion. That’s where RedRum was born – a bespoke rum crafted exclusively for the Dungeon, inspired by the infamous characters of Victorian London and the chilling stories the attraction brings to life. It’s bold, dark, and full of character, just like the Dungeon itself,” he told The Spirits Business.
Visitors can purchase RedRum exclusively in The London Dungeon gift shop for £30 (US$41), but only for a limited time.
As part of the V Rum London Dungeon partnership, guests can enjoy three sinister cocktails created for the season:
Churchill added:
“We’ve developed three signature Dungeon-themed cocktails that will be on the menu until Halloween, giving guests the chance to toast the season in suitably sinister style. Combined with our immersive masterclasses, visitors will be able to experience V Rum in a way that’s theatrical, memorable, and unlike anything else.”
Between September and October, the partnership also includes two exclusive Halloween-themed rum cocktail masterclasses at The London Dungeon. Each 60-minute session combines a guided tour of the attraction with a hands-on mixology experience. Participants will learn to craft—and enjoy—their own spooky creations.
A spokesperson for The London Dungeon emphasized the immersive element:
“The London Dungeon is all about unforgettable experiences, and this partnership with V Rum allows us to extend that into our tavern. We are delighted to be able to offer our guests something different with the specially crafted RedRum, the exclusive cocktails, and the cocktail masterclasses, bringing something brand new and interactive for our guests to enjoy.”
This spooky collaboration comes shortly after V Spirits Company, owner of V Rum, appointed Johnny Neill as portfolio director. Neill will guide new product development and push the brand toward future growth.
The V Rum London Dungeon partnership proves that Halloween in London isn’t just about ghosts and ghouls—it’s about raising a glass to the city’s dark and dramatic past with a truly unique rum experience.
Become a true connoisseur. Subscribe and unlock content you won’t find anywhere else.
The Spirits Business Article — V Rum and London Dungeon partner for Halloween, written by Miona Madsen
The image of the article is courtesy of ©yulka3ice via Canva.com
The Colombian spirits giant, Industria Licorera de Caldas (ILC), recently became the first business in…
Gabriel Jiménez, CEO of Inversiones Jiménez Cordero —the parent company of Ron Gayón— has built…
The spirits industry is currently witnessing a massive consolidation play as Sazerac recently offered to…
Trinidad and Tobago’s vibrant culture and a two-century legacy inspired the new look for Angostura…
Scotland’s return to the World Cup stage after 27 years coincides with a major professional…
One of Colombia’s most established spirits producers recently reached a historic environmental milestone. Industria Licorera…