The former strategy head at Don Papa Rum – a key part of the team that led a $284 million exit to Diageo – has joined the team at Deeds Rum as of March 2025. Deeds Rum is owned by The Miracle Rum Company, founded by industry veteran Matthew Mckee, a brand builder and distribution expert, and is made in Pontefract, Yorkshire.
The eccentric British Flavoured Rum brand has welcomed Rigby as Strategic Advisor, using his expertise and over 30 years within the industry to push Deeds’ expansion across the UK and beyond, and to bring more consumers to the Flavoured Rum category. Deeds is making some serious headway in the on-trade space, landing listings in iconic rock and roll locations such as The Garage London, Rock City Nottingham, and Thekla in Bristol and will soon announce upcoming partnerships within the alternative festival circuit.
Rigby was a key player in the founding team at Don Papa Rum, as well as having a role within championing Captain Morgan Original Spiced Rum in Europe and Sailor Jerry for William Grant & Sons.
Deeds is inspired by legend that in the 1800s a curious soul began adding Pontefract Cakes – traditional locally made liquorice sweets – to the local imported Caribbean Rum. The result is a smooth, jet-black rum blend with notes of natural vanilla, toasted caramel and liquorice.
The most popular serving in the on-trade thus far is the Dark Deeds: Deeds over ice, topped with ginger beer and a wedge of lime.
Chris Rigby comments: “I’ve seen at first hand the significant potential for quality rum brands & I’m looking forward to supporting such a creative and experienced industry player, Matthew Mckee, in realising his vision for Deeds.”
Matthew Mckee adds: “We want to drive real appreciation for British-made Rum and Deeds is one of the most innovative and interesting blends right now. Working with Chris will elevate our brand to the next level – to have someone with this level of experience and expertise on board is a real coup for us.”The brand has already secured key UK wholesale listings – including a national listing with LWC – and gaining presence in iconic venues such as Rock City, The Garage, Lane 7, on-trend street-food market chain The Market Place, and Kew Green Hotels. Deeds is also available DTC via Master of Malt (RRP £27.95) and Hard to Find Whisky.
