The dark silky texture of Ammazza reflects its luxurious ingredients. Pure Vietnamese Robusta coffee extract, Madagascan vanilla extract and Ecuadorian cocoa are combined with anise and the finest sugars and spirit. I also have two sons who are in their own guitar band called The Velvet Hands. All these links to the music industry led me to think about getting more involved in music. I was keen to celebrate and support other musicians and performers who are on a similar path. The recent events of the last 18 months meant we had a once in a lifetime opportunity to fulfil an ambition to create a brand totally from scratch, inspired by our shared passions, that we thought other people would also enjoy.

Jeremy: We are fortunate to work with several independent music venues and festivals to celebrate and showcase new talent. Many of these are in our South West homeland, including Old Bakery Studios in Truro and Cosmic Kitchen in Plymouth.The collection of much-loved Old J Spiced Rums has expanded with a fruity, summery pineapple- infused addition, just in time to satisfy summer demand. In 1880 Henry Weston first started crafting cider from the bitter-sweet apples grown on his farm in Much Marcle, Herefordshire. It’s amazing to play a small part in supporting and celebrating so many talented artists in the early stages of their careers.

Jeremy: After 16 years working in drinks marketing, I was ready to spread my wings and start my own business. Matt and I got together as we had a shared vision of creating a spiced rum. has national aspirations and is initially available in the on-trade via St. Austell Brewery. We are actively seeking a route to market in other regions via pub companies and wholesalers.Today, Henry Westons Vintage Cider is crafted only from apples grown in a single year’s harvest in the three counties of Herefordshire, Gloucestershire, and Worcestershire. The cider is then slowly matured, spending time in aged oak vats, to deliver a smooth and rounded cider. from Upbeat Spirits, is made from fine Guyana and smooth 8-year-old vintage Barbados rums, and is infused with Seville oranges, vanilla, cloves, ginger and cinnamon.

The “fun-loving” new rum is presented with a bright label design – encapsulating its “good times” philosophy – created by Falmouth design agency Kingdom & Sparrow, with web design and photography provided by The Design Room, in Truro. Music is the inspiration. We’ve tried to create a premium all-natural spirit that embodies a sense of optimism and adventure – which for us is twinned with the places and times people come together to share in great music. Jeremy worked for many years in marketing, with a leading brewery in Cornwall so knows a thing or two about the industry, and Matt co-founded a merchandise company, also based in Cornwall that also has offices and customers across the UK. So, between us, we’ve got a great mix of complementary skills – and safe to say a shared passion for spiced rum! has already secured a wholesale listing and distribution partnership with St Austell Brewery and established numerous local listings with key businesses including The Old Bakery Studios, The Longstore restaurants, and Rebellion restaurants. We're taking steps to do our bit, including calculating our carbon emissions each year so we can reduce our impact on the environment wherever possible. Where we can't remove this carbon just yet, we're offsetting our emissions through Ecologi 💚 So far, we've offset 45 tC02e (tonnes of carbon dioxide equivalent) for our first year of operations 🌿We also work with Savage, a Manchester-based music promoter. We create video content of artists recommended by TULU and Savage, which the artists use for their own publicity. Co-founder of the business, former St Austell Brewery marketing director Jeremy Mitchell, said: “Having worked in drinks marketing and hospitality for much of my career, I’d always wanted the opportunity to start up a new business and create a brand from scratch. Made from fine Guyana and smooth eight-year-old Barbados rums, the bespoke blend is infused with Seville oranges, vanilla, cloves, ginger and cinnamon. Good business practice needs to be about more than just profit – impact on people and the planet is just as important. We think sustainability should be a core consideration, that comes as standard rather than a token gesture. We only use recycled light-weight glass bottles which are 100% recyclable and are proud to be working with Flexi-Hex – who’s leading the way for businesses when it comes to brilliant, environmentally aware innovations. As an established benchmark for the highest quality, best-tasting crafted cider, the first-of-its-kind draught format from the Henry Westons brand is primed to help the on-trade make the most of consumer demand for crafted options and the sales opportunity this presents.

Jeremy: We haven’t found the next Wet Leg or Harry Styles yet, but I think that’s a matter of time. While many products like to tell you how old they are, we are proud to tell you how new we are. Reflecting a modern, no-compromise, approach to drink quality, we felt that something special needed to be created for the sambuca category – one that nobody was exploring after being distracted by the gin and rum bubble.

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