The Rum Story is a visitor attraction, which engages with the history of the Jefferson’s family business – rum, shipping and the trading and enslavement of people from Africa. The history of the Jefferson family sits alongside a wider history of Whitehaven as a significant shipping port, built first on mining and then by the wealth generated by the Transatlantic trade of enslaved African people. The way this history is told currently aligns with how it is told by the wider heritage sector, as it dilutes the extent of Britain’s role and how it profited. It can be a challenging and triggering history to confront, but by doing so The Rum Story can make a real difference and bring change to its local communities, to Cumbria, and beyond.

The Rum Story Re-Imagined is an ambitious, much needed project to improve The Rum Story over the next five years. A partnership project between Whitehaven Harbour Commissioners and Anti Racist Cumbria.

Throughout 2025, The Rum Story has consulted and engaged with almost 1,000 people to find out how they think the attraction should go about: getting lots more people from all walks of life to visit; becoming more accessible, thought-provoking and innovative; telling a more complete history; and creating further benefits for the local area. Katy, The Rum Story Re-Imagined Project Manager will tell you about themes coming out of the engagement and changes The Rum Story is thinking of making based on this. She would love to hear your reactions and ask for further help in finalising these recommendations to shape the attraction over the next five years.

Lunchtime Talks are completely free, but spaces are limited so booking is advised.