November 16, 2023
The Rolling Stones have introduced their own signature rum, Crossfire Hurricane, inspired by the opening lyric of “Jumpin' Jack Flash.” The endeavor comes on the heels of their global album launch in Times Square in New York City, where they announced “Hackney Diamonds,” their first original-music studio album in 18 years.
“We’re very excited to be teaming up with Universal Music Group and Socio Ventures to create our first-ever premium spirits brand and look forward to sharing it with the world,” The Rolling Stones said in a joint statement.
“The Rolling Stones continue to have an incredible impact on popular culture with the ability to reach fans across multiple generations around the world,” says Boyd Muir, executive vice president, chief financial officer, president, operations, Universal Music Group. “We are excited and proud to announce this new venture with them that will further expand and build upon their iconic brand.”
Rooted in rock ‘n’ roll, the rum aims to encapsulate the spirit of the band. It includes rum aged up to five years in charred oak barrels, giving it a golden hue.
The Stones’ love affair with rum began in the ‘70s while recording their album, “Goats Head Soup,” in Kingston, Jamaica. The Caribbean’s energy and music took hold of the group over the decades and band members, Mick Jagger and Keith Richards, often locate themselves on the islands when the band is off the road.
"Owning a business with The Rolling Stones is absolutely electrifying,” says John Fincher, partner, Socio Ventures, and co-founder, Crossfire Hurricane. “It is an absolute privilege to create this product alongside some of the greatest artists of our time. The band’s vision and enthusiasm for Crossfire Hurricane set us apart and positions us to redefine the rum category. And you’re all invited to the show.”
The branded rum can be purchased online at Crossfirehurricane.com powered by ReserveBar. The product arrives on shelves in select states in early 2024.
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