Former Rugby Stars Launch Luxury English Rum Brand Vapoura Amid Growing Spirits Market

Former rugby players Olly Barkley and Ed Jackson founded English rum label Vapoura in 2023, emphasizing English-made production and premium positioning.

Former professional rugby athletes Olly Barkley and Ed Jackson, together with Ross Stirling, launched the English rum brand Vapoura in 2023 to demonstrate that England can craft premium rum. While the molasses originates from Mauritius, every subsequent step—from fermentation to bottling—is performed in England, allowing tight quality control and an "Englishness" story. Their first releases include Chapter One, a spiced rum finished in bourbon casks, and Chapter Two, a richer gold rum aimed at sipping, with a Pedro Ximénez-cask edition planned for later.

Vapoura positions itself as a luxury, B Corp-certified label, weaving music collaborations and venue partnerships into its brand narrative. The founders reject quick-win marketing, opting for long-term credibility, and are now seeking private seed investment to grow the team and explore export markets. Their ten-year ambition is global distribution, hoping English rum will join whisky and wine as a respected luxury category.