This Endangered Gorilla-Saving Rum Is Expanding To New Markets

(Photo: Karisimbi Rum)

On Monday, distributor Love Drinks expanded its portfolio with Karisimbi Rum, a conservation-centric spirits range helmed by Gorilla Spirits.

Paying homage to Mount Karisimbi, located along the border of Rwanda and the Democratic Republic of Congo, the brand donates 10% of profits from every bottle sold to the Gorilla Organization. Since its inception in the early 1990s, the non-profit has dedicated itself to protecting species in the area; Mount Karisimbi and the neighboring Virunga Volcanoes are home to the last remaining groups of mountain gorillas, whose total population clocks in at just over 1,000.

Those hoping to show some spirited support can pick up the British-made rum in three varieties.

Karisimbi White blends molasses-based and cane juice rums sourced from Jamaica and the Dominican Republic, while Karisimbi Golden and Karisimbi Spiced add aged rums from Barbados into the mix. Consumers in the UK can pick them up online at £35 (US $44.52) each. 

“We believe out Karisimbi brand has the potential to captivate the UK’s growing number of rum drinkers with its exceptional quality and unique flavour profile so we’re thrilled to be partnering with Love Drinks for the next step of the brands journey.”

In addition to Karisimbi, Gorilla Spirits produces Maraba Liqueur, Blackback Vodka and Silverback Gin, all of which donate a portion of proceeds to anti-poaching efforts.

Gorilla Spirits is not alone. In recent years, animal-honorific brands have caught on like wildfire across the industry, particularly within the gin category. Germany’s Elephant Gin protects critically endangered African forest elephants, Bar Hill Gin supports bees in the American Northeast, and Stray Dog Gin donates to animal shelters in Greece.

Elsewhere, you’ll find the self-explanatory White Rhino Gin, Gray Whale Gin, Blue Iguana Gin and Alma del Jaguar Tequila.

“We’ve long admired the Gorilla mantra, products and people so we’re delighted to be partnering with them to drive Karisimbi distribution, awareness and all-round growth,” Love Drinks told Scottish Local Retailer. “When it comes to taste and visual appeal, the brand oozes quality and with a growing number of UK consumers searching out unique, ethically crafted British spirits, especially rums, we believe the brand has an exciting future ahead of it.”

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