Revolution vodka bar operator Inventive Leisure is to roll out its Revolucion de Cuba dedicated rum bar concept after success at its first three openings.
The rum bar concept is the first major diversification for Inventive since it was founded in 1996. With décor and layout inspired by the bars in Havana from the 1930s, Revolucion de Cuba serves more than 50 rums.
Inventive has so far opened a standalone site in Sheffield and converted part of existing premises in York and Beaconsfield to the template.
It has now secured a standalone venue in Norwich - a former Slug & Lettuce acquired for nil premium that it will re-open at the end of the summer.
Founder Roy Ellis told M&C Report: “We’re in about 50 different towns and cities with Revolution - and I could imagine a Revolucion de Cuba in almost all of these. But we are going to selective on sites, opening where we can find good sites at compelling rents.
“But there’s lots of opportunity in almost every town where we trade. Landlords are offering reverse premiums and rent-free periods. We’ve seen periods like this in the past and they tend only to last for a finite period.”
Ellis said Inventive would pursue a two-pronged strategy with Revolucion de Cuba.
There are around 20 very large Revolution sites in the estate - around a third of the total - where there is sufficient square footage to co-locate the rum concept.
He said: “Over a period of two or three years, I don’t see a reason why all 20 sites can’t be home to a Revolucion de Cuba as well - focusing on older sites first.”
Inventive Leisure has seen double-digit sales growth since Christmas.
Ellis explained: “Outside of London, a lot of the weaker competitors have become over-extended or unable to invest in the past couple of years. These bars have tended to become a bit tired-looking - and customers have noticed - or even fallen by the wayside.
“We’re enjoying it at the moment - we prefer the current trading environment. We think this operating environment is much better for responsible operators. Opportunistic investors and operators tend to be the first to offer high levels of discount in tough times - matched with lower levels of investment.”
