Bruno Mars-backed Rum SelvaRey Positions For 2021November 23, 2020
Panamanian rum SelvaRey has announced a packaging refresh among moves for 2021, with new expressions and expanded distribution on the way. The company and its owners—including singer and 11 time Grammy winner Bruno Mars—are aiming to raise their profile in the super-premium rum category. The new packaging is inspired by the 1970s and is meant to evoke luxurious tropical locales.
Currently, SelvaRey offers two releases, a white rum blended from 3- and 5-year old rums, and a chocolate rum made with a 5-year-old spirit. Brand founder Seth Gold told SND that new expressions are on the way for 2021. “The new package is just rolling out as we speak. We’re looking to exceed 30,000 9-liter cases next year,” said Gold. “Additionally, we’re distributed in Japan now. We are also launching in Greater China (China, Hong Kong and Taiwan) next month and are working with local partners to expand into the Philippines and Costa Rica as well.”
With the brand previously focused mainly on-premise, it will mount an off-premise push next year. SelvaRey is available in 23 markets across the U.S. and has partnered with Southern Glazer’s, RNDC-Young’s, Breakthru, Fedway, and other key wholesale players. Mars described the brand’s revamp as “tropical luxury, vacation in a bottle. Everything we did—the bottle, photos, the videos—came from that place.”Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.
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