Rum & Co.

What Rum & Co. does

Rum & Co. GmbH is a privately held German online specialty retailer of spirits and wines, headquartered in Schuby, Schleswig-Holstein. Founded in 2009 and operating at 11–50 employees, the company runs the e-commerce storefront rumundco.de and sells directly to German consumers via DHL home delivery, augmented by a physical showroom at its headquarters where customers can taste over 400 open spirits and collect orders. The catalogue covers more than 5,000 SKUs across rum (2,000+ varieties, the strategic focus), gin, whisky, liqueurs, vodka, tequila, cognac, wines, Ready-to-Drink cocktails, miniatures, glassware, and seasonal items such as advent calendars. The company owns the SLIA private-label brand — comprising premium rum, rum blends, and a flavoured liqueur range — and offers exclusive single-cask bottlings unavailable elsewhere; SLIA is also distributed via a wholesale programme to other specialist retailers.

The business monetises primarily through per-bottle unit pricing across a wide price range (€9.50 miniatures to €200+ rare aged spirits), with free domestic shipping on orders above €150 and multiple payment options. Go-to-market is direct-to-consumer, supported by a content engine (the Schnapsblatt editorial magazine, a Spotify podcast, an email newsletter, Instagram, and SEO-optimised category pages), a WhatsApp consultation channel for product recommendations, and in-person tasting events. No technology stack beyond standard e-commerce, payment integrations, and DHL logistics is disclosed. Customers number 400,000+ cumulatively with a TrustedShops 4.9/5 rating, and shipping is exclusively within Germany. Ownership is founder/management controlled with no institutional funding rounds, acquisitions, or parent company disclosed.

Name

Rum & Co.

Legal name

Rum & Co GmbH

Website

https://rumundco.de

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Rum & Co. GmbH is a privately held German online specialty retailer selling over 5,000 spirits and wines (notably 2,000+ rum varieties) directly to German consumers via its rumundco.de storefront, DHL delivery, and a Schuby showroom, with private-label SLIA and exclusive cask bottlings.

Ownership category

akta.pro rank

Product category

Specialty Spirits Retail

NAICS

Beer, Wine, and Liquor Retailers (4453), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Retail-Miscellaneous Retail (5900)

akta.pro primary industry

Liquor Stores (General Off-Premise) (CRANAAAA)

akta.pro secondary industries

Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ), Mixed Alcohol Specialty Retail (Beer/Wine/Spirits Combined) (CRANABAH)

Keywords

• Online spirits retail
• Premium rum selection
• Specialty liquor e-commerce
• Private label rum
• Spirits retail Germany

Headquarters

HQ city

Schuby

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Spirits Sales: Rum & Co generates revenue primarily through online retail sales of spirits and wines directly to consumers. Customers purchase products at listed prices via the e-commerce storefront, with payment options including PayPal, credit card, Klarna, purchase on account (Rechnung), Apple Pay, and bank transfer. Free shipping is available for orders over 150 euros within Germany. The company also offers gift vouchers as a revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Rum & Co. operates a German online spirits specialty retailer offering more than 5,000 products across rum (2,000+ varieties), gin, whisky, liqueurs, vodka, tequila, cognac, and wines. The business combines a direct-to-consumer e-commerce storefront (rumundco.de) with home delivery across Germany and a physical showroom in Schuby where customers can taste over 400 opened spirits and collect orders. It also sells proprietary private-label rum under the SLIA brand and exclusive single-cask bottlings not available elsewhere.

Product overview

Rum & Co. is a German online spirits specialty retailer operating as an e-commerce platform with physical showroom presence. The core product is its online shop (rumundco.de) offering over 5,000 spirits products across main categories: rum (2,000+ varieties, the company's specialty), gin (500+ varieties), whisky, liqueurs, vodka, tequila, cognac, and wines. The company operates private label brands (SLIA rum and rum liqueurs, plus exclusive single cask bottlings) alongside third-party brands. Additional services include a content magazine (Schnapsblatt), podcast, WhatsApp consultation, tasting events, and a physical showroom in Schuby for in-person sampling. The business model combines e-commerce with curated content, private label products, and experiential services.

Differentiator

Problem solved

Functional benefit

Brands

• SLIA: House brand rum and rum liqueur line sold exclusively through Rum & Co, featuring products like SLIA Faro Premium Rum, SLIA Rum & Rumlikör Tasting Set, and various flavored rum liqueurs (coffee, coconut, hazelnut, banana, chocolate, caramel, Christmas edition).
• Rum & Co Eigenmarken

Products and services

• Rum & Co. Online Spirits Shop German-language e-commerce storefront selling more than 5,000 spirit products across rum, gin, whisky, liqueurs, vodka, tequila, cognac, wines, and ready-to-drink cocktails, with 1-2 day delivery across Germany.
• SLIA Private Label Rum Brand Exclusive Rum & Co. house brand of premium rums and flavoured rum liqueurs, sold directly to consumers and through a wholesale dealer programme to other specialist retailers.
• Rum & Co. Exclusive Single-Cask Bottlings Limited single-cask and special-edition rum bottlings bottled exclusively for Rum & Co. and not available from any other retailer.
• Gift Vouchers Digital gift vouchers in fixed denominations that can be redeemed across the rumundco.de product range.
• Glassware & Bar Accessories Spirit glassware and bar accessories sold alongside the spirit catalogue, including branded Rum & Co. tumblers.
• Spirit Advent Calendars Seasonal Advent calendars filled with spirits and liqueurs, sold as a single ready-to-gift unit.
• Schuby Showroom Tasting & Order Pickup On-site tasting and order pickup service at Rum & Co.'s Schuby showroom, allowing customers to sample over 400 opened spirits and collect e-commerce orders in person.

Quantifiable outcome

• TrustedShops rating of 4.9 out of 5 from customer reviews
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• SLIA (private-label brand)coreOthersRum & Co owns and develops the SLIA private-label brand, which includes SLIA Rum, SLIA Rum liqueurs (coffee, caramel, chocolate, banana, hazelnut, coconut, Christmas), and SLIA Rum Blends. SLIA products are sold exclusively through Rum & Co's own platform and distributed to other specialist retailers via a wholesale programme ('SLIA Händler werden').

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Wine in Black: Berlin-based online wine and spirits club/retailer operating a D2C model with curated premium assortment in Germany. Highly comparable niche-D2C spirits/wine positioning to Rum & Co.
• The Whisky Exchange: UK-based specialist online spirits retailer with deep whisky, rum, gin and rare-bottle assortment. Comparable as a content-rich, deep-assortment online spirits specialist serving enthusiast consumers.
• Master of Malt: UK specialist online spirits retailer carrying thousands of bottles including rum, whisky and gin with active editorial/blog content. Closely matches Rum & Co's deep-assortment plus content-led D2C model.
• Hawesko Holding: Largest German specialist wine and spirits e-commerce group (Jacques', Wein & Co., Hawesko.de). Directly comparable as a German-language online retailer selling premium wines and spirits to consumers with national fulfillment.

Broad incumbents

• Drizly: US alcohol e-commerce/delivery marketplace now part of Uber. Comparable as a digitally native specialist alcohol retailer operating a deep-assortment D2C model, though structurally different in scale and market.
• Kirsch Import / Cape Fine Wine: Large German wine and spirits importer/wholesaler with strong specialty retail arm. Comparable as a broad incumbent operating in the German premium wine/spirits distribution and retail ecosystem.
• Amazon Germany (Spirit selection): Generalist marketplace with a large spirits catalog in Germany. Comparable as the price-driven long-tail competitor that pressures Rum & Co's non-exclusive assortment.
• Drinks&Co (Maison du Whisky group): European online alcohol marketplace operated by La Maison du Whisky, offering a deep premium spirits assortment across multiple European markets. Comparable in category (premium spirits D2C) though broader geographically.

Emerging players

• Flaschenpost: German beverage delivery startup scaling fast nationwide logistics for beer, wine and spirits. Comparable as a digitally native German alcohol retailer, though more mass-market than Rum & Co's premium niche.

Regional players

• Wein & Co. Austrian specialist wine/spirits retailer owned by Hawesko, combining online and physical stores in Austria. Comparable assortment-led D2C model; useful proxy for Rum & Co's potential Austrian expansion.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100091568697773
• Instagraminstagram.com/rumundco.de
• Xx.com/rumundco

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rum & Co.