FINE wine merchants Richardsons of Whitehaven has been established for nearly 30 years.

But when it's the case of a business being fuelled by passion, it's not a job that owner Gerard Richardson would consider work. 

"Lots of people have different interests and hobbies, mine is collecting and reading about wine.

"When your lucky enough to do your hobby as a business you can't call it work," he said.

Richardsons, specialising in vintage and tawny ports, has cemented its place within Whitehaven's history. 

Gerard continues to be at the forefront of retelling the town's historical John Paul Jones Raid story and since then, the shopfloor has become an honorary consulate of the United States Navy and has been for 20 years. 

This is an annual event taking place in-store, of which Gerard described for a shop in Whitehaven to be is as "weird as it gets". 

The shop has been home to a consulate rum in its ambassador role, however as visitors kept asking for the Whitehaven Rum in-store, it was sleekly rebranded last year. 

BBC's Simon Reeves took a visit to the merchant, tried the rum alongside Gerard and said it was both "caramelly and vanilla". 

Since then, it's popularity has blown up. 

"It's one of the best-selling brands I've seen in retail in the past 20 years," he said.  

When asked what sets the business apart from others, Gerard said: "I don't say this lightly but we have probably one of the most incredible ranges of port anywhere, and it's in a little shop in Whitehaven high street. 

"Being able to tell people you are the first owner of a bottle since it's left a warehouse since 1948, it's really special," he said. 

Gerard is hopeful for the future of local retailers as he says the switch to more people buying locally will lead to more "positive growth" within our town centres, including Whitehaven.

On the off chance this has put you in the mood for a lovely bottle of red, Gerard has the perfect recommendation.

"Right now, my favourite wine is called the Phantom from California, it's one of the softest and creamiest wines on the market, it's gorgeous," he said.