Product Update
Is Rockstar Spirits Still in Business? (2026 Update)
Is Rockstar Spirits from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Rockstar Spirits today.
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Spiced rum is a crowded shelf. Every supermarket has three or four own brand versions sitting next to the big names, which makes it hard for an independent producer to hold shelf space for long. Rockstar Spirits pitched its way into the Den back in series 18 with exactly that challenge in front of it, and years later the Manchester based rum brand is still pouring. The short answer is yes, Rockstar Spirits is still in business.
The short answer
Rockstar Spirits is still trading and still selling directly through its own online store. The company built its name on its Pineapple Grenade flavoured rum, picked up a Triple Gold Medal at the Global Rum Masters in 2021, and has since expanded to a range of seven flavoured rums, all made using spirit from the Diamond Distillery in Guyana.
The pitch
Rockstar Spirits appeared in series 18, episode 11, pitching premium spiced rums. The founder asked for 25,000 pounds in exchange for 8 percent of the company, a relatively small equity stake for the cash on offer, which signals confidence in where the valuation should sit.
Drinks pitches live or die on tasting in the room, and a founder who can get Dragons genuinely enjoying the product before the numbers even come up has already done half the work. That appears to have been the case here.
The deal
Touker Suleyman and Tej Lalvani jointly backed the business for the full 25,000 pounds asked, at the 8 percent equity on the table. A joint deal between two Dragons from different backgrounds, retail and manufacturing on one side, consumer products and supplements on the other, gave the founders a wider network to draw on than a single investor would have offered.
Both Dragons have experience scaling consumer brands through retail and wholesale relationships, which matters enormously for a drinks company trying to move from direct sales into bars, independent retailers and eventually supermarket listings.
Building a following beyond the Den
Rockstar Spirits has kept its profile up well past its television appearance. The brand has been featured on This Morning, Sunday Brunch and Steph's Packed Lunch, and it has leaned into a playful, cocktail led brand identity, including creating a Dragons' Den themed cocktail to mark its own story.
That kind of sustained media presence, several years and several different shows, is a genuine indicator of a working PR and marketing operation behind the brand, not a one off spike tied to the original broadcast.
Why the flavoured rum category rewards distinctive branding
Spiced and flavoured rum is one of the most competitive categories in UK spirits, dominated by a handful of global names with marketing budgets independent producers cannot match. Surviving in that space usually comes down to finding a flavour or a story a big brand has not claimed, and a Pineapple Grenade rum with a loud, playful identity gives Rockstar Spirits something to hang a following on beyond just being another spiced rum on the shelf.
Award recognition, the Triple Gold Medal at Global Rum Masters in particular, also matters more in drinks than in most consumer categories, because it gives retailers and bar buyers an independent reason to stock a brand they might otherwise overlook next to the big names.
Where you can buy it
The brand sells through its own official online store, with its rum range also stocked by specialist retailers such as Master of Malt. There is no indication Rockstar Spirits currently sells through Amazon, which is fairly typical for a drinks brand that relies on age verified retail channels rather than general marketplaces.
Where things stand now
Rockstar Spirits pitched in series 18 for 25,000 pounds at 8 percent, secured that exact deal jointly from Touker Suleyman and Tej Lalvani, and has spent the years since building out its flavoured rum range and its media profile. Award recognition, a growing product line and repeat television appearances all point to a company that is not just surviving but building.
If you came here to check whether the rum brand from the Den made it, it did, and there is a decent chance you can find a bottle without much trouble.
Where to buy Rockstar Spirits
Still selling as of 27 March 2026. Check today's price and availability.
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See the full Rockstar Spirits deal breakdown and term sheet →
