Myth

Colette Safhill founded Myth after finding the existing AF spirits market short on convincing rum-style options, particularly for drinkers who wanted something that genuinely replicated the warmth and mouthfeel of traditional rum rather than offering a generic botanical substitute. Myth is an independent, female-founded micro-producer, operating at the specialist end of the premium AF spirits segment.

The brand uses natural ingredients and functional extracts to recreate the heat and mouthfeel associated with traditional rum. This focus on a single spirit category rather than a broad range of styles is a deliberate position: rather than span gins, whiskies, and aperitifs, Myth concentrates entirely on cane spirit alternatives.

The AF lineup covers bottled cane spirit alternatives and ready-to-drink premixed cocktail formats, addressing rum both as a sipping drink and as a cocktail base. Distribution runs through specialist alcohol-free retailers and direct-to-consumer via the brand's own website.

In a premium AF spirits market still dominated by gin alternatives and broadly botanical spirits, Myth's cane-forward specialisation gives the sober-curious drinker seeking a rum substitute a more concentrated set of options than multi-spirit brands provide.