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How local rum inspired by legendary pirate has exploded into national sensation

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When Jonathan Williams left his desk job in Swindon way back in 2010, his mission, to many, was impossible.

This is the man who hot-footed it back to Pembrokeshire to harvest seaweed from Freshwater West which he then used to create his multi award-winning ‘Pembrokeshire Beach Food Company.’

Using only choice produce sourced from the seas around Pembrokeshire, Jonathan’s innovative (and many would say courageous) idea began tickling the taste buds of some of the UK’s top chefs and food critics including James Martin who christened Williams as ‘the crazy seaweed man’.

Fast-forward seven years and once again Jonathan began honing yet another brain-storming idea, this time inspired by the mighty Bartholomew Roberts – otherwise known as Black Bart. After setting sail from his home in Little Newcastle at the age of 13, Bart gained notoriety as the most successful pirate in the ‘golden age of piracy’ who went on to raid 400 prize ships off the Americas and the West African coast between 1719 until his death from a wound to his throat, in 1722.

And so began Barti Spiced Rum.

“Everything was ticking along nicely at the Pembrokeshire Beach Food Company, and then in January 2017, Jonathan went off on paternity leave,” explained Barti Rum’s managing director, Fran Barnikel.

“Any normal person would have been busy changing nappies, but Jonathan, being the incredible entrepreneurial person that he is, came back to work saying, ‘Ok, I’m going to start a new company’.

“He’d read about Barti Ddu the pirate, and had always wanted to bring out a spiced rum in his honour.  So he’d spent his paternity leave investigating different distilleries and bottlers and slowly but surely, Barti Spiced Rum started to come to fruition.”

Because of Jonathan’s strong allegiance with Pembrokeshire seaweed, he knew from the outset that the natural product would be used in his rum.

“Jonathan wanted his rum to be vibrant in flavour, so the seaweed is infused, giving it a real depth of flavour and enhancing the other ingredients which include vanilla, cloves, cinnamon, orange and lemon,” said Fran.

The rum is distilled in the Caribbean and then exported to Cardiff where the Pembrokeshire seaweed along with the remaining ingredients are infused.

“Out first batch arrived in late summer and initially we sold only to people we knew,” continued Fran.

“But as time went on, we could see that there was definitely a market out there for expansion.

“Obviously there was a lot less niche for the rum as there had been for the seaweed, plus the gin market was picking up at the time.  But we could also see that the rum market was on the increase.  In many ways, it was perfect timing.  So we continued riding the wave.”

Jonathan and his team shun the rum purists who cite mixing it with coke or pepsi as sacrilege.

“All we want is for people to enjoy it,” said Fran.  “And this means drinking it exactly as they want.  If you want to add cola or ginger beer, that’s great.  But it’s also really good with cloudy apple juice and particularly now as we’re getting closer to Christmas, hot apple juice.”

Fran

The cream liqueur is also extremely versatile for cocktails, including the Manhattan, Mojito and Daiquiri.

Jonathan has steadfastly refused to add flavour varieties to his brand, adhering rigidly to the Barti Spiced.

“From the beginning, he wanted to create a strong product that would continue to do well, rather than dilute its vibrant flavour with other ingredients.”

But in Christmas 2023, Jonathan broke away from his rule by introducing a Barti Cream Liqueur.

“This was the first addition he’d ever introduced to the range and it was only supposed to last for the Christmas period.  But once again, because of the feedback we’ve received from our customers, we’ve kept it going and we’re now fully stocked for Christmas 2024.”

The Herald caught up with Fran as she travelled back to Pembrokeshire from Tesco’s headquarters in Welwyn Garden City, London.  Six weeks ago the company began selling their rum at a total of 58 Tesco stores throughout Wales, but the supermarket giant is now considering stocking Barti Spiced Rum throughout the whole of the UK.

Earlier this year, Barti Spiced Rum was named the best rum in the Great British Food Awards while the Barti Cream Liqueur has won eight separate awards in the World Drinks Awards including best in country, best new launch, and three golds awards in both the taste and design categories. 

One can’t help wondering, given the fact that eight years ago Barti Spiced Rum had yet to be given its first pouring, whether its success has come as a surprise.

““At the end of the day, Jonathan has that incredible ability to make everything work,” chuckled Fran.  “Everything that he captures tends to turn to gold.

“But we know that Barti Spiced Rum is a really strong product and something that’s very ‘Pembrokeshire-sentric’.  And the support we continue to get from the local cafes and pubs has been incredible and has really helped us to move forward.  The staff reach out, time and time again, with tasters and samples, and we know that they’re genuinely behind our brand.  And this is so important.  We are so grateful for everything they continue to do to support us.”

Crime

Swansea man dies weeks after release from troubled HMP Parc: Investigation launched

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A SWANSEA man has died just weeks after being released from HMP Parc, the Bridgend prison now at the centre of a national crisis over inmate deaths and post-release failures.

Darren Thomas, aged 52, died on 13 November 2025 — less than a month after leaving custody. The Prisons and Probation Ombudsman (PPO) has confirmed an independent investigation into his death, which is currently listed as “in progress”.

Born on 9 April 1973, Mr Thomas had been under post-release supervision following a period at HMP/YOI Parc, the G4S-run prison that recorded seventeen deaths in custody in 2024 — the highest in the UK.

His last known legal appearance was at Swansea Crown Court in October 2024, where he stood trial accused of making a threatening phone call and two counts of criminal damage. During the hearing, reported by The Pembrokeshire Herald at the time, the court heard he made threats during a heated call on 5 October 2023.

Mr Thomas denied the allegations but was found guilty on all counts. He was sentenced to a custodial term, which led to his imprisonment at HMP Parc.

Parc: A prison in breakdown

HMP Parc has faced sustained criticism throughout 2024 and 2025. A damning unannounced inspection in January found:

  • Severe self-harm incidents up 190%
  • Violence against staff up 109%
  • Synthetic drugs “easily accessible” across wings
  • Overcrowding at 108% capacity

In the first three months of 2024 alone, ten men died at Parc — part of a wider cluster of twenty PPO-investigated deaths since 2022. Six occurred within three weeks, all linked to synthetic drug use.

Leaked staff messages in 2025 exposed a culture of indifference, including one officer writing: “Let’s push him to go tomorrow so we can drop him.”

Six G4S employees have been arrested since 2023 in connection with alleged assaults and misconduct.

The danger after release

Deaths shortly after release from custody are a growing national concern. Ministry of Justice data shows 620 people died while under community supervision in 2024–2025, with 62 deaths occurring within 14 days of release.

Short sentences — common at Parc — leave little time for effective rehabilitation or release planning. Homelessness, loss of drug tolerance and untreated mental-health conditions create a high-risk environment for those newly released.

The PPO investigates all such deaths to determine whether prisons or probation failed in their duties. Reports often take 6–12 months and can lead to recommendations.

A system at breaking point

The crisis at Parc reflects wider failures across UK prisons and probation. A July 2025 House of Lords report described the service as “not fit for purpose”. More than 500 people die in custody annually, with campaigners warning that private prisons such as Parc prioritise cost-cutting over care.

The PPO investigation into the death of Darren Thomas continues.

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Crime

Woman stabbed partner in Haverfordwest before handing herself in

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A WOMAN who stabbed her partner during a drug-fuelled episode walked straight into Haverfordwest Police Station and told officers what she had done, Swansea Crown Court has heard.

Amy Woolston, 22, of Dartmouth Street in Milford Haven, arrived at the station at around 8:00pm on June 13 and said: “I stabbed my ex-partner earlier… he’s alright and he let me walk off,” prosecutor Tom Scapens told the court.

The pair had taken acid together earlier in the day, and Woolston claimed she believed she could feel “stab marks in her back” before the incident.

Police find victim with four wounds

Officers went to the victim’s home to check on him. He was not there at first, but returned shortly afterwards. He appeared sober and told police: “Just a couple of things,” before pointing to injuries on his back.

He had three stab or puncture wounds to his back and another to his bicep.

The victim said that when he arrived home from the shop, Woolston was acting “a bit shifty”. After asking if she was alright, she grabbed something from the windowsill — described as either a knife or a shard of glass — and stabbed him.

He told officers he had “had worse from her before”, did not support a prosecution, and refused to go to hospital.

Defendant has long history of violence

Woolston pleaded guilty to unlawful wounding. The court heard she had amassed 20 previous convictions from 10 court appearances, including assaults, battery, and offences against emergency workers.

Defending, Dyfed Thomas said Woolston had longstanding mental health problems and had been off medication prescribed for paranoid schizophrenia at the time.
“She’s had a difficult upbringing,” he added, saying she was remorseful and now compliant with treatment.

Woolston was jailed for 12 months, but the court heard she has already served the equivalent time on remand and will be released imminently on a 12-month licence.

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News

BBC apologises to Herald’s editor for inaccurate story

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THE BBC has issued a formal apology and amended a six-year-old article written by BBC Wales Business Correspondent Huw Thomas after its Executive Complaints Unit ruled that the original headline and wording gave an “incorrect impression” that Herald editor Tom Sinclair was personally liable for tens of thousands of pounds in debt.

The 2019 report, originally headlined “Herald newspaper editor Tom Sinclair has £70,000 debts”, has now been changed.

The ECU found: “The wording of the article and its headline could have led readers to form the incorrect impression that the debt was Mr Sinclair’s personal responsibility… In that respect the article failed to meet the BBC’s standards of due accuracy.”

Mr Sinclair said: “I’m grateful to the ECU for the apology and for correcting the personal-liability impression that caused real harm for six years. However, the article still links the debts to ‘the group which publishes The Herald’ when in fact they related to printing companies that were dissolved two years before the Herald was founded in 2013. I have asked the BBC to add that final clarification so the record is completely accurate.”

A formal apology and correction of this kind from the BBC is extremely rare, especially for a story more than six years old. 

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