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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

Man accused of Milford Haven burglary and GBH remanded to Crown Court

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A MILFORD HAVEN man has appeared in court charged with burglary and inflicting grievous bodily harm, following an incident at a flat in the town earlier this week.

Charged after alleged attack inside Victoria Road flat

Stephen Collier, aged thirty-eight, of Vaynor Road, Milford Haven, appeared before Llanelli Magistrates’ Court today (Friday, Dec 5). Collier is accused of entering a property known as Nos Da Flat, 2 Victoria Road, on December 3 and, while inside, inflicting grievous bodily harm on a man named John Hilton.

The court was told the alleged burglary and assault was carried out jointly with another man, Denis Chmelevski.

The charge is brought under section 9(1)(b) of the Theft Act 1968, which covers burglary where violence is inflicted on a person inside the property.

No plea entered

Collier, represented by defence solicitor Chris White, did not enter a plea during the hearing. Prosecutor Simone Walsh applied for the defendant to be remanded in custody, citing the serious nature of the offence, the risk of further offending, and concerns that he could interfere with witnesses.

Magistrates Mr I Howells, Mr V Brickley and Mrs H Meade agreed, refusing bail and ordering that Collier be kept in custody before trial.

Case sent to Swansea Crown Court

The case was sent to Swansea Crown Court under Section 51 of the Crime and Disorder Act 1998. Collier will next appear on January 5, 2026 at 9:00am for a Plea and Trial Preparation Hearing.

A custody time limit has been set for June 5, 2026.

Chmelevski is expected to face proceedings separately.

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Woman dies after collision in Tumble as police renew appeal for witnesses

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POLICE are appealing for information after a woman died following a collision in Tumble on Tuesday (Dec 2).

Officers were called to Heol y Neuadd at around 5:35pm after a collision involving a maroon Skoda and a pedestrian. The female pedestrian was taken to hospital but sadly died from her injuries.

Dyfed-Powys Police has launched a renewed appeal for witnesses, including anyone who may have dash-cam, CCTV footage, or any information that could help the investigation.

Investigators are urging anyone who was in the area at the time or who may have captured the vehicle or the pedestrian on camera shortly before the collision to get in touch. (Phone: 101 Quote reference: DP-20251202-259.)

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Greyhound Bill faces fresh scrutiny as second committee raises “serious concerns”

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THE PROHIBITION of Greyhound Racing (Wales) Bill has been heavily criticised for a second time in 24 hours after the Senedd’s Legislation, Justice and Constitution (LJC) Committee published a highly critical Stage 1 report yesterday.

The cross-party committee said the Welsh Government’s handling of the legislation had “in several respects, fallen short of the standard of good legislative practice that we would normally expect”.

Key concerns highlighted by the LJC Committee include:

  • Introducing the Bill before all relevant impact assessments (including a full Regulatory Impact Assessment and Children’s Rights Impact Assessment) had been completed – a step it described as “poor legislative practice, particularly … where the Bill may impact on human rights”.
  • Failure to publish a statement confirming the Bill’s compatibility with the European Convention on Human Rights (ECHR). The committee has recommended that Rural Affairs Minister Huw Irranca-Davies issue such a statement before the Stage 1 vote on 16 December.
  • Inadequate public consultation, with the 2023 animal-licensing consultation deemed “not an appropriate substitute” for targeted engagement on the specific proposal to ban the sport.

The report follows Tuesday’s equally critical findings from the Culture, Communications, Welsh Language, Sport and International Relations Committee, which questioned the robustness of the evidence base and the accelerated legislative timetable.

Industry reaction Mark Bird, chief executive of the Greyhound Board of Great Britain (GBGB), described the two reports as leaving the Bill “in tatters”.

“Two consecutive cross-party Senedd committees have now condemned the Welsh Government’s failures in due diligence, consultation and human rights considerations and evidence gathering,” he said. “The case for a ban has been comprehensively undermined. The responsible path forward is stronger regulation of the single remaining track at Ystrad Mynach, not prohibition.”

Response from supporters of the Bill Luke Fletcher MS (Labour, South Wales West), who introduced the Member-proposed Bill, said he welcomed thorough scrutiny and remained confident the legislation could be improved at later stages.

“I have always said this Bill is about ending an outdated practice that causes unnecessary suffering to thousands of greyhounds every year,” Mr Fletcher said. “The committees have raised legitimate procedural points, and I look forward to working with the Welsh Government and colleagues across the Senedd to address those concerns while keeping the core aim of the Bill intact.”

A Welsh Government spokesperson said: “The Minister has noted the committees’ reports and will respond formally in due course. The government supports the principle of the Bill and believes a ban on greyhound racing is justified on animal welfare grounds. Work is ongoing to finalise the outstanding impact assessments and to ensure full compatibility with the ECHR.”

The Bill is scheduled for a Stage 1 debate and vote in plenary on Tuesday 16 December. Even if it passes that hurdle, it would still require significant amendment at Stages 2 and 3 to satisfy the committees’ recommendations.

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