The Duppy Share is rooted in Caribbean folklore, referencing the belief that spirits known as duppies steal a portion of rum from barrels as it ages. This legend becomes the foundation for a brand identity built around myth, storytelling, and cultural heritage. Rather than framing rum through colonial history alone, it reclaims the narrative through Caribbean voice, music, street culture, and diaspora identity. It celebrates rum as a living cultural symbol - connected to oral tradition, celebration, migration, and contemporary creative expression.
The brand merges historical folklore with modern urban culture, collaborating with artists, musicians, and cultural figures to position rum within current creative movements. It redefines rum as not only a heritage spirit, but a platform for modern Caribbean storytelling.
In essence, The Duppy Share serves as a bridge between ancestral myth and modern identity, transforming rum into a medium for cultural pride, creativity, and global representation.
