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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.”

Community

Crowds line streets as tractor run hailed a festive success

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CROWDS lined streets and pavements across Pembrokeshire on Saturday evening (Dec 20) as Clarbeston Road AFC’s illuminated Christmas tractor run was hailed a resounding success.

More than 200 tractors took part in the event, travelling through villages and towns including Newmoat, Maenclochog, Llys-y-frân, Walton East, Clarbeston Road, Wiston, Newbridge, Poyston Cross, Crundale and Haverfordwest, where large crowds gathered to watch the festive convoy pass through.

Families, children and residents wrapped up against the cold to enjoy the sight of tractors decorated with Christmas lights and festive displays, with applause and waves greeting drivers as they made their way through built-up areas and rural roads alike.

The convoy set off from the Clarbeston Road AFC Knock Playing Fields at 5:30pm and concluded at the County Showground in Haverfordwest later in the evening. At the end of the run, refreshments were available and the raffle draw took place at the Park House building, which was open to the public.

Organisers said the turnout from both drivers and spectators exceeded expectations, with the event once again bringing communities together while raising funds for local causes, including The Catrin Vaughan Foundation, In It With Isaac, and Wales Air Ambulance.

Clarbeston Road AFC thanked tractor drivers, volunteers, sponsors and members of the public for their support, as well as residents and road users for their patience while the convoy passed through.

The illuminated tractor run has become a firm fixture in the local festive calendar, with Friday night’s event described by many spectators as one of the best yet.

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Community

Charity tractor and car run set to raise funds for Macmillan and Paul Sartori

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A CHARITY tractor and car run in memory of Charles Rees is set to take place in Pembrokeshire later this month, with funds raised supporting Macmillan Cancer Support and Paul Sartori Hospice at Home.

The Charles Rees Tractor & Car Run will be held on Sunday, December 28, 2025, starting and finishing at Dudwell Farm in Camrose.

Participants are being invited to “start their engines” in aid of the two charities, with gates opening at 9:00am and the convoy leaving promptly at 10:30am. Organisers have confirmed that the run will operate with no halfway stops, returning to Dudwell Farm at the end of the route.

The event will begin and finish at Dudwell Farm, Camrose (SA62 6HJ), and is open to tractors and cars. Registration and cash payment will take place on the day, with the price to be confirmed nearer the event.

Additional donations can also be made locally in the run-up to the event at Camrose Country Hardware and Croesgoch Stores.

The run has been organised to raise money for Macmillan Cancer Support, which provides vital care and assistance to people living with cancer, and Paul Sartori Hospice at Home, which supports patients and families across Pembrokeshire during some of the most difficult times of their lives.

Organisers say more information will be released closer to the event and are encouraging the local community to support the run, whether by taking part, donating, or lining the route to show support.

The event is expected to attract strong local interest, continuing Pembrokeshire’s tradition of community-led fundraising in support of much-valued charities.

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Late Griffiths strike caps dramatic Clarby fightback in nine-goal thriller

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CLARBESTON ROAD staged a remarkable comeback to edge out Pennar Robins in a breathless Division One contest that delivered nine goals, wild swings of momentum and a hat-trick that ultimately counted for nothing.

Despite falling behind on three separate occasions, Clarby showed resilience and attacking intent to secure a 5–4 victory, sealed late on by Emyr Griffiths after the hosts had earlier trailed 3–1 in the first half.

For Pennar, the result was a bitter one. Jack Jones struck three times and the Robins led at 1–0, 3–1 and 4–3, but each advantage slipped away as Clarby refused to lie down.

The opening exchanges hinted at little of what was to come. Ben ‘Rocky’ John tested Pennar goalkeeper Ryeley Clark early on, while Tom Davies dragged an effort wide at the other end. The game burst into life after nine minutes when Pennar opened the scoring following a slick team move. Nicholas Willis drove forward down the right, combined neatly with Kieran Smith and Noah Davison, and was tripped inside the box. Jack Jones made no mistake from the penalty spot.

Clarby responded almost immediately. Player-manager Matthew Ellis, keen to atone for conceding the penalty, rose to head home Travis Jones’ corner at the near post just two minutes later.

Pennar regained control midway through the half. Tom Grimwood’s curling corner was met by Jones, who nodded in at the back post, and moments later the same duo combined again as Jones completed his hat-trick, finishing from close range after Grimwood beat his marker and cut the ball back.

Crucially, Clarby struck back before the break. Matthew Bowen delivered an inviting cross from the left and John powered a header past Clark to give the hosts renewed belief heading into half-time.

With the wind at their backs, Clarby came out flying after the restart. John levelled matters by cutting inside and firing low into the corner, before sustained pressure saw Matthew Davies have a goal ruled out for offside and substitute Josh Woods flash a shot across goal.

Against the run of play, Pennar edged back in front on 69 minutes when substitutes combined — Adam Phillips delivering a cross that Conner Phillips met unmarked to head home.

Once again, Clarby refused to fold. Jack Ashman drove forward from the edge of the area and thundered a high finish into the net to make it 4–4, before the decisive moment arrived 12 minutes from time. Griffiths broke through the Pennar back line and showed composure to lift the ball beyond Clark, completing a stunning turnaround.

Clarby managed the closing stages well to see out a vital win ahead of the Christmas break.

Man of the match: Jack Jones
Despite ending on the losing side, Jones’ clinical finishing and constant threat were impossible to ignore. Kieran Smith and Noah Davison were also influential in Pennar’s first-half dominance, while Ben John was central to Clarby’s revival before limping off with a knee issue.

Clarby player-manager Matthew Ellis said: “It’s a huge three points. After nine goals your head’s spinning a bit, but you’ll take it when you’re on the right side of the result. Pennar caused us problems early on, but we really turned it around after the break.”

Pennar manager Craig Butland said: “The second half wasn’t good enough. Individual errors are hurting us and conceding just before half-time changed the momentum. We’ve got to see games out better.”

Clarbeston Road: Rhys Mansell, Matthew Bowen, Greg Brown, Matthew Griffiths, Samuel Hurton, Jack Ashman, Emyr Griffiths, Matthew Davies (capt), Matthew Ellis, Ben John (Jake Wesley 62), Travis Jones. Sub not used: Joseph Jones.

Pennar Robins: Ryeley Clark, Nick Willis (Ryan Walters 80), Alex Wheeler (Adam Phillips 53), Ethan Ball, Bobby Jones (Conner Willis 53), Connor Roberts, Tom Grimwood, Kieran Smith (capt), Noah Davison, Jack Jones, Toby Davies.

Referee: Stefan Jenkins.

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