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The Rolling Stones’ rum brand gets US distribution

The Rolling Stones’ rum brand, Crossfire Hurricane Rum, has set its sights on US expansion after signing a national distribution deal with Southern Glazer’s Wine & Spirits.

Established as a collaboration between Universal Music Group and drinks venture platform Socio Ventures, Crossfire Hurricane Rum was launched in November 2023 and has already racked up record-setting sales online.

The rum was inspired by the opening lyric of the band’s hit ‘Jumpin’ Jack Flash’ and is said to “embody the essence of the Rolling Stones’ legendary journey” and the band’s love of the Caribbean, which dates back to the 1970s when they recorded the album “Goats Head Soup” in Kingston, Jamaica, and where Mick Jagger and Keith Richards spend time while the band is off the road.

Jagger said he had visited loads of rum distilleries in the Caribbean over the years. “I’ve been to the most rundown and the most ancient ones in Barbados and Jamaica that are remarkably still running on Victorian equipment,” he said. “[It is] very interesting to discover how rum is made and how it’s blended.”

According to the company, the rum fuses three distinct rum-making traditions, blending rums from Jamaica, Barbados, and the Dominican Republic, which have been aged for up to five years in charred oak barrels, before being blended in the Caribbean and bottled in the United States at The Point Distillery in Florida.

It was launched to coincide with the release of The Rolling Stones’ album Hackney Diamonds and the announcement of the 2024 tour.

John Fincher, partner at Socio Ventures and co-founder of Crossfire Hurricane said the team’s mission was to “deliver a premium rum brand that is world-class”.

The new distribution deal will see it launch in Florida and California this month, followed by a gradual state-by-state rollout across both retail and on-premise channels, although it will be available online immediately.

“Through our relationship with Southern Glazer’s, we will now make Crossfire Hurricane available across the country, ensuring that aficionados and rock & roll fans everywhere can savour the experience and enjoy the band’s legacy for future lifetimes,” Fincher added.

Mark Chaplin, senior vice president, sales and marketing for Southern Glazer’s Wine & Spirits said the growing demand for premium rum made it an exciting time to enter the category.

“We’re thrilled to bring Crossfire Hurricane by the Rolling Stones into our portfolio and to introduce the brand to our national network of trade and retail partners,” he said.


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