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Rolling Stones release rum

Crossfire Hurricane is a new rum brand created by English rock band The Rolling Stones.

The Rolling Stones' Crossfire Hurricane Rum
The rum launch coincides with the release of a studio album

Crossfire Hurricane is a partnership between The Rolling Stones, Universal Music Group and Socio Ventures.

The rum’s name is inspired by the opening lyric of the band’s song, Jumpin’ Jack Flash.

The Rolling Stones said of the new venture: “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 product launch follows the release of the band’s first studio album in 18 years, Hackney Diamonds.

“The Rolling Stones continue to have an incredible impact on popular culture with the ability to reach fans across multiple generations around the world,” said Boyd Muir, executive vice president, chief financial officer and president of operations at 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.”

The blended expression includes a rum aged for up to five years in charred oak barrels.

The band said that their interest in rum was first sparked in the 1970s, when they recorded an album in Kingston, Jamaica, with frontman Mick Jagger and guitarist Keith Richards often spending time in the Caribbean.

“Owning a business with The Rolling Stones is absolutely electrifying. It is an absolute privilege to create this product alongside some of the greatest artists of our time,” said John Fincher, Socio Ventures partner and Crossfire Hurricane co-founder.

“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.”

Available online for US$37, the rum will hit shelves in the US from early next year.

The launch comes in a long line of celebrities trying their hand at spirits – but is there a key to making these brands work?

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