After mixing and muddling cocktails for over two decades, Anthony Peart, Bar Manager at The Hand & Flowers, the two Michelin starred pub in Marlow from Tom Kerridge, has turned his hand to rum with the launch of Fr’um.
Born in the leafy suburbs of Henley but inspired by the dark heady nights and sandy shores of Jamaica, Fr’um, dark has tasting notes of rich muscovado, pineapple and smokey scotch bonnet.
Inspired by a lack of premium spiced rum offerings on the market that aren’t overly sweet, Anthony embarked upon creating his own. Teaming up with neighbouring company The Henley Distillery, and using the nostalgic flavour notes of barbecue, scorched pineapple and a gentle kick of scotch bonnet from the days when he watched his grandfather cook on the beach, Fr’um is a taste of the good life. The muscovado is used to extract the juice from ripe pineapples before the smoked scotch bonnet pepper is added and steeped, using a gentle heat.
Anthony Peart comments, “Blending my own rum has been a labour of love over the last three years starting with the initial concept being developed in the lockdown of April 2020. I really wanted Fr’um to showcase my Caribbean heritage combined with my love for big flavours and rum!”
When Anthony was planning to create his unique rum, he turned to British artist known as ‘Autistic Ian’ (@autistic_ian) to help him create a brand and logo. Ian has high-functioning autism and a debilitating stammer. He was mute as a young child and used to draw pictures of what he needed and pass drawings to his father. Through incredible hurdles Ian still managed to achieve the role of creative director with the UKs advertising industry and his work now hangs in some the best restaurants (and homes) in the world.
Anthony ran his brand vision by Ian and how it needed to be instantly captivating in a very busy market. Ian’s imagery is clean, striking, unique and very Fro, Anthony’s nickname! It captured everything Anthony wanted and the personal imagery links to the personal rum blend Anthony has created.
(Main photo credit: Giles Christopher)