The Rum Story is being reimagined!
THE RUM STORY REIMAGINED
The attraction is entering its next chapter, reshaping how the history of rum and slavery is told in Whitehaven.
by Danielle Murphy
For 25 years, The Rum Story in Whitehaven has welcomed visitors to explore its interactive and educational exhibitions, immersing them in the dramatic history of the Jefferson family and their involvement in the rum trade. But while the attraction has long highlighted Whitehaven’s connections to slavery, 2025 marks the beginning of a new chapter — one that aims to tell these stories in a more inclusive, powerful, and thought-provoking way.
Led by project manager Katie Haigh, the reimagining of The Rum Story will work closely with the local community, historians, and organisations to update the attraction while keeping its interactive and engaging spirit.
Partnerships with groups such as Anti-Racist Cumbria are helping shape a new narrative that goes beyond the Jefferson family’s perspective, focusing instead on the lived experiences of the people who were enslaved and shipped across the Atlantic.
“We’re working with local historians as well as national specialists, and our aim is to open up the history in a whole new way.”
The goal is to humanise the stories of those whose lives were profoundly impacted. While the existing exhibition touches on the harsh conditions endured during captivity, the new approach seeks to go further — exploring who these people were before enslavement, the cultures and communities they came from, and what happened to them and their descendants after.
Katie Haigh explained: “We are really excited about the future of The Rum Story and about reinventing it. We’ve had lots of ideas and contributions from both the general public and experts. We’re working with local historians as well as national specialists, and our aim is to open up the history in a whole new way — one that does justice to the people whose stories we’re telling.”
The project is set to be completed by February 2026, but the team is still actively seeking feedback and suggestions from the public. Anyone who wishes to contribute ideas or share their thoughts on the current attraction can do so through The Rum Story website.
The Rum Story
27 Lowther Street, Whitehaven CA28 7DN
www.rumstory.co.uk
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