V Rum – GMAX Travel Retail Partnership Announcement
V Rum Expands International Reach With Strategic Partnership With GMAX Travel Retail To Take Premium British Rum Global
Hampshire, UK, December 8th 2025.
V Rum, the award-winning sustainable British rum brand, is proud to announce a new partnership with GMAX Travel Retail, a leading global travel-retail and duty free specialist based in Hedge End, Hampshire. The partnership marks a pivotal moment in V Rum’s growth, opening new routes to market and introducing the brand’s authentic, sustainably crafted rums to travelers around the world.
Distilled and bottled in Hampshire, V Rum is one of just a few UK distilleries to craft its rum entirely from raw ingredients to finished spirit. Each bottle reflects the brand’s commitment to quality, innovation, and environmental responsibility, from its use of renewable energy and rainwater harvesting, to 100% recycled British glass bottles and sustainable packaging.
GMAX has considerable experience bringing global brands such as Brother’s Bond Bourbon and AU Vodka to travel-retail and duty free and through its collaboration with GMAX, V Rum will now expand its reach into these channels, including airports, cruise lines, and travel hospitality. The move is a major step toward establishing V Rum as a leading name in premium Great British spirits worldwide.
“Partnering with GMAX is a major milestone for us. Their extensive travel-retail and duty free expertise and global network make them the perfect partner for V Rum’s ambitious expansion plans. This move reflects our commitment to crafting premium rum with global appeal. This is about showing the world what Great British rum can truly be.” Carl Churchill, Founder and CEO of V Rum.
“This partnership is a statement of intent. GMAX are experts in connecting world-class brands with international consumers, and their belief in V Rum reinforces the momentum we’re building. Together, we’ll be taking a British, sustainably-made rum into key global markets and introducing something genuinely different to the travel-retail category.” Johnny Neill, Portfolio Director at V Rum.
“V Rum brings something unique to travel retail, a premium British spirit with genuine craft credentials and a clear sustainability story. We’re delighted to be partnering with Carl, Johnny and the V team, it’s great to be able to help support a local business and introduce their range to international travellers who are looking for brands with purpose, provenance, and great taste. We’re excited to play a part in V Rum’s next chapter of growth and we see V Rum as an important and exciting addition to our strong brand portfolio, with many opportunities across all forms of Global Travel Retail.” Garry Maxwell, Founder & Director of GMAX Travel Retail.
About V Rum:
V Rum is a premium British rum brand, crafted and distilled in their independent distillery based in Hampshire using sustainable practices and renewable energy. V Rum embodies craftsmanship, responsibility, and innovation. In 2025, it became the first UK rum brand to introduce a 100% bespoke recycled glass bottle with labels made from sugarcane, hemp, and linen fibres.
The portfolio includes V Premium White Rum, V Spiced Rum, V Overproof, and a growing RTD range — all proudly Made in Great Britain.
V Rum is, founded by Carl and Nicole Churchill and at the heart of the operation is Head Distiller Mikey Melrose, a multi-award-winning distiller whose skill and innovation have shaped the character of V Rum’s distinctive range.
About GMAX Travel Retail:
Based in Hedge End, Hampshire, GMAX Travel Retail is a leading global export and travel-retail distributor, supplying airlines, cruise lines, airport stores and border retail worldwide. With decades of experience in brand development and international logistics, GMAX specialises in connecting exceptional drinks brands to international markets.
For media enquiries:
📧 pr@vrum.co.uk
🌍 www.vrum.co.uk