Dilay 1949 today announced that its online store at dilay1949spicedrum.com is live on the Shopify platform, and that it has partnered with Boxworx, a Scottish fulfilment company, to store and distribute Dilay 1949 Spiced Rum to customers. The two announcements mark the point at which the brand moves from introducing its rum to selling it direct, with the practical machinery of ordering and delivery now in place.
Dilay 1949 Rum is a Panjabi spiced rum with a chilli kick. It pairs the warm flavours of cardamom, ginger, black pepper with a slow-building chilli finish, a profile designed to reward sipping rather than to hide behind a mixer. Customers can now browse and order through the new store.
“We wanted people to be able to buy Dilay 1949 straight from us, and to get it in good condition. Moving to Shopify gives customers one simple place to order, and working with Boxworx means we can leave storage and dispatch to specialists while we focus on the rum,” said Shev Dilay, Director, Dilay 1949.
A store built for direct sales
Shopify is a commerce platform used by brands of all sizes to run online shops, take payments and manage orders. For Dilay 1949, moving onto the platform means the brand now has a single, dedicated place where customers can discover the rum, read about how it tastes and place an order, without going through a third-party marketplace.
The launch also gives the brand direct contact with the people who buy its rum. That matters for a young brand. Direct relationships make it easier to hear what customers think of the flavour, to learn which serves they prefer and to explain what makes a Panjabi-style spiced rum different from the vanilla-led spiced rums that fill much of the category.
Why Boxworx
Selling a bottle of spirit online involves more than a checkout page. Alcohol has to be stored properly, orders have to be picked and packed so that glass arrives intact, and every shipment has to be handled by a business that understands the rules around selling alcohol. By appointing Boxworx, Dilay 1949 hands those tasks to a specialist fulfilment company that offers licensed alcohol storage and fulfilment services, leaving the brand free to concentrate on the rum itself and on the customers who buy it.
When a customer places an order on the Dilay 1949 store, the order is passed to Boxworx, which picks, packs and dispatches it.
The wider picture
The launch comes as more spirits are bought online. According to IBISWorld figures reported by The Drinks Business in April 2025, online alcohol sales in the UK were approaching £1.2 billion, and spirits and liqueurs accounted for 23.8 per cent of that market in 2024-25. For independent spirits brands, a well-run direct store is a way to reach drinkers who may never see the bottle on a supermarket shelf or a back bar.
“This is the first step. Over the next year we want to get Dilay 1949 into the hands of more people who enjoy a spiced rum with some heat,” said Shev, Dilay 1949.
How to order
Dilay 1949 Spiced Rum is available now at shop.dilay1949spicedrum.com. The site also carries a short guide to what spiced rum is for anyone new to the category, and the brand is on Instagram at @dilay1949.
About Dilay 1949
Dilay 1949 is a UK spiced rum brand making a Panjabi-style spiced rum with flavours of cardamom, ginger, black pepper and chilli.
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Contact
Dilay 1949
Shev Dilay
07763339448
https://dilay1949spicedrum.com/
Instagram: https://www.instagram.com/dilay1949/
Disclaimer: Dilay 1949 Spiced Rum is intended for adults of legal drinking age only. Please drink responsibly. Alcohol should not be purchased or consumed by anyone under the legal drinking age. Online sales and delivery are subject to applicable age-verification requirements and local laws.
Source: 38 Digital Market News
Release ID: 2667812
