Ex-Diageo employee Chris Rigby has been named as a strategic advisor for Deeds Rum.
Rigby (below) was the strategy head for 12 years at the Philippines rum Don Papa prior to its US$280m takeover by the Johnnie Walker brand owner in early 2023. His latest appointment – having left Diageo last year – comes as The Miracle Rum Co looks to “push Deeds’ expansion across the UK and beyond, and to bring more consumers to the flavoured rum category”.
Rigby’s career in the rum category includes stints with William Grant & Sons, where as innovation director from 2006 to 2010, he worked on the Sailor Jerry brand, as well as covering Captain Morgan at Diageo on the innovation side earlier this century. According to LinkedIn, The Miracle Rum Co was only founded in February by owner Matthew Mckee, whose alcohol industry experience includes time at Biggar & Leith, Distill Ventures and Proximo Spirits.
Rigby said: “I’ve seen at first hand the significant potential for quality rum brands and I’m looking forward to supporting such a creative and experienced industry player, Matthew Mckee, in realising his vision for Deeds.”
Last month, UK-based Dropworks appointed former Diageo employee Graham Appleyard to lead the rum start-up.
