My name is Anthony Peart (Fro) and I am the founder of Fr'um Dark but Fr'iendly.
Here is my story...
As soon as I could start working, I got a job in a hotel setting up boardrooms for business meetings and then trying my hands at bar backing. I would love my nights as a bar back and being the support for the bar tenders whom I considered superstars. I loved the buzz and the hit of adrenaline, and I became hooked. The next few years were spent consuming bar literature and learning about hospitality.
I have spent the past 23 years honing my craft of bar tending and working up to running bars. I have been lucky enough to always be able to express my own creativity through my drinks and have a strong passion for training the next generation of bar tenders.
Being somewhat of a bar tending veteran now, I have enjoyed running bar programs at The Crazy Bear Group and presently, The Tom Kerridge Group. For the past 17 years I become focussed on creating drinks where flavour is paramount therefore crafting a drink that is richer on the palette. I have been lucky enough to receive accolades such as “Legend Mixologist” in 2012 by Legend of Kremlin. This was the point in my career that I started forging close relationships with brands where I could create serves for their products and am lucky enough to still consult for brands to this day.
My role as a bar manager for Tom Kerridge Group has enabled me to open new bar programs within the group. During the pandemic Tom Kerridge invited me on as a weekly guest on The Pirate Ship Podcast with Chris Stark and became a regular feature. I have now been with the group for 13 years and I’m lucky enough to work on my own venture with mentorship from Tom. My venture is so close to my heart and combines my love of rum with a nostalgia inducing flavour combination from my times spent in Jamaica on my Grandad's farm and playing on there beach.
Born in the leafy suburbs of Henley but inspired by the dark heady nights and sandy shores of Jamaica, Fr’um, dark but fr’iendly, has tasting notes of rich muscovado, pineapple and smokey scotch bonnet. Inspired by a lack of premium spiced rum offerings on the market that aren’t overly sweet, Anthony embarked upon creating his own. Teaming up with neighboring company The Henley Distillery, and using the nostalgic flavour notes of barbecue, scorched pineapple and a gentle kick of scotch bonnet from the days when he watched his grandfather cook on the beach, Fr’um is a taste of the good life. The Muscovado is used to extract the juice from ripe pineapples before the smoked scotch bonnet pepper is added and steeped, using a gentle heat.
Since launching Fr'um in 2023, we have already seen accolades heading our way...
...Fr’um wins coveted Gold Medal at the 2024 IWSC Wine and Spirit Competition.
Fr’um Pineapple and Smokey Scotch Bonnet Rum has clinched a gold medal at the International Wine & Spirit Competition (IWSC) 2024.
The IWSC, known for its rigorous blind tasting and esteemed panel of judges, awarded Fr’um, the exceptional spiced rum, with the highest honor within the first year of its trading.
For 2025 Fr'um is looking to spark a Fr'umolution!! A call to action that educates, disrupts conventions and shines a light on dark but fr'iendly spirited beverages. We will be looking to support growth in the community with events, social assets, guerrilla marketing, merchandise and trade education!
We have so far established national distribution links with a listing on Master of Malt which is a leading drinks e-commerce platfrom, secured BWH Drinks to serve the home counties and several other viable means of distribution for London. Fr'um has seen an increase in demand and it is now time to scale up with the need to purchase packaging, labelling and build long lasting brand partnerships.
All we need is a little boost to put us on the front foot for the first quarter of 2025!
Thank you for taking an interest!