American singer Bruno Mars has relaunched his Selvarey Rum brand with an updated design and unveiled a new global campaign.
Selvarey, which loosely translates as ‘king of the jungle’ in Spanish, was launched in 2014 by Mars, Seth Gold, Marc Gold and Robert Herzig. The brand seeks to ‘change people’s perception of what rum could be’.
“I tried the rum years ago and loved it,” said Mars. It tasted like tropical luxury, like I was on vacation. So we started working together, bouncing ideas about how we could show people how this drink makes you feel. Took some years and a lot of Piña Coladas but, dare I say, we did it.”
The Selvarey range includes a white rum and a chocolate-flavoured five-year-old expression. New expressions will be added to the line in the coming months.
The single-estate rum is distilled in Panama by master blender Don ‘Pancho’ Francisco Fernandez.
The new design will be rolled out in high-end retailers, restaurants and resorts across the US and Asia. The brand will also unveil a new global advertising campaign, called Tropical Luxury, Wherever You Are.
Mars has worked on the development of Selvarey for years and helped to redesign every aspect of the range.
Co-founder Seth Gold said of Mars’ involvement in the brand: “I don’t think there’s anyone else in the world who could have nailed this all so perfectly the way he did. We set out to push the boundaries of the rum category. And Bruno’s taken it to the next level, creating a full-blown world of tropical luxury.”
Bottled at 40% ABV, Selvarey White Rum is a blend of rums aged in Bourbon barrels. The resulting expression has notes of ‘caramel and butterscotch’ from a five-year-old rum and ‘fresh-cut sugarcane’ from a three-year-old rum. It has flavours of citrus, pineapple and crème brûlée.
The ‘full-bodied’ Selvarey Chocolate Rum has notes of sweet toffee, chocolate-covered espresso beans and baking spice. Bottled at 35% ABV, it is recommended served over ice or in coffee cocktails.
Selvarey White Rum has an RRP of US$29.99 per 750ml bottle and Selvarey Chocolate Rum is priced at US$34.99 per 750ml.
Via The Spirits Business