Most people probably wouldn't associate rum with the colour pink or botanicals.
Then again, most people haven't tasted the new line of rums created by the Unconventional Distillery Company in Lincoln.
The start-up business, as it's name suggests, is determined to take the focus on rum away from being the chosen tipple of pirates and change people's perceptions about the drink.
The distillery has a twelve plate 'bubble' still which helps them make the drinks - a giant, towering structure which looks ridiculously complicated to operate.
In charge of the process is rum-enthusiast Sam Owen, a former chef who also runs the Salted Orange Food Company which caters for various events and weddings throughout the city.
All the rum is made on-site before being bottled up, with different ingredients and tactics used to make some very special looks and flavours.
"Doing this, the idea was that we could do it differently - unconventionally," he said.
"We wanted to make something really unique. Everyone has been saying 'rum is the next big thing' for years now, we want to be the trendsetters - to be the 'Brewdog' of rum.
"We have four flavours to launch."
The distillery's signature headline drink is a pink rum called Pioneer, which goes against your typical expectations of a drink.
Along with the unusual colour, it has a lighter, more gin-like taste, and is botanically distilled, which Sam says is very much intentional.
"We wanted to put a product out there that said - boom, here we are. It's going to make some noise," he said.
Also on sale will be a rum called Time Machine, 'the original' and one more that will be announced at an upcoming launch event.
The event will take place at Lincoln Castle on September 26 before the rums hit the shelves and become available for the public to buy.
You can find out more about the Unconventional Distillery Co by visiting their Facebook page.
