To support the launch, I set up a CRM system for structured outreach to pubs, bars, and retailers. I created email templates, workflows, and processes that reflected the brand’s tone, helping Torbay Rum quickly establish a presence in shops, bars, and venues.
Torbay Rum
A Premium Rum Rooted in Torbay
A spiced rum brand focused on local heritage and quality craftsmanship
Torbay Rum is a premium small-batch rum crafted in the heart of South Devon, inspired by the coastline, heritage, and character of Torbay. With a bold, spiced flavour and a bottle design that captures the beauty of the bay, it’s a drink made for those who value local roots and quality craftsmanship.
Built on a love for the region and a respect for the craft, Torbay Rum brings together rich flavour, striking design, and a sense of place. Every detail, from the recipe to the branding, reflects a commitment to sustainability, community, and the coastal spirit that defines the South West.
The Project
A social media strategy to show off the cosy atmosphere
The goal was to build a rum brand that felt both premium and proudly local – something that could stand out on the shelves of high-end bars while still feeling rooted in Torbay’s identity. With the bay continuing to grow as one of the UK’s most vibrant coastal destinations, the brand needed to reflect both the area’s heritage and its modern momentum. It had to feel authentic to locals and aspirational to visitors.
I led the development of Torbay Rum from concept to launch, shaping the tone of voice, visual direction, and digital strategy alongside the founders and a designer. This included competitor research, audience targeting, brand positioning, and a clear messaging framework that tied together the product’s coastal inspiration, community values, and distinctive aesthetic. I also developed a full marketing strategy across social, web, and email, designed to build awareness ahead of launch and lay the foundations for long-term growth.
Highlights
Brand Identity and Brand Positioning
I worked with a designer to create a premium, coastal-inspired identity for Torbay Rum, from bottle design to brand colours, capturing the spirit of the South Devon coastline. I also developed the brand’s tone of voice, values, and positioning, ensuring all messaging felt cohesive and rooted in place, and established a partnership with local charity Above Water.
Website Development and SEO Strategy
I worked with a designer to create a premium, coastal-inspired identity for Torbay Rum, from bottle design to brand colours, capturing the spirit of the South Devon coastline. I also developed the brand’s tone of voice, values, and positioning, ensuring all messaging felt cohesive and rooted in place, and established a partnership with local charity Above Water.
Social Media & Content Strategy
To launch the brand and build traction, I created a storytelling-led content strategy with behind-the-scenes content from their shop and coastal lifestyle themes. I produced launch content for Facebook and Instagram, including reels and product posts, keeping the tone and visuals consistent, aspirational, and true to the brand identity.
CRM & Wholesale Strategy
Key Results
The launch of Torbay Rum built a confident, premium brand with a strong local identity and everything needed to grow from day one.
- Developed a full brand identity blending coastal character with high-end design
- Launched a branded, SEO-optimised Shopify website
- Built a consistent and engaging social media presence
- Created a brand partnership with Devon-based charity Above Water
- Set up a CRM and wholesale strategy to support long-term trade growth
Beyond the deliverables, Torbay Rum launched with a clear voice, strong visibility, and growing recognition across South Devon. The brand quickly gained interest from local stockists and bars, laying solid foundations for future expansion.
What did they say?
Rated 5 out of 5
Chris used his expertise and knowledge to help us cover a full marketing strategy for our brand. He helped us define a voice and identity, created quality content and develop and effective e-commerce presence. We look forward to continuing working together!
Logan Guthrie, Sales Executive, Torbay Rum