The News
Kite Drinks announced the launch of Crossfire Hurricane Rum Gold and Reserve, a new super-premium rum developed in collaboration with The Rolling Stones, Universal Music Group, and Ian Burrell. The product is the first Jamaican rum to blend multiple distilleries and was co-created with Mick Jagger, Keith Richards, Kite Drinks, and Ian Burrell. The launch took place in London on April 9th, 2026.
Kite Drinks announced the launch of Crossfire Hurricane Rum on April 9, 2026. The product is a collaboration with The Rolling Stones and is positioned as a super‑premium rum in two expressions—Gold for cocktails or sipping and Reserve for depth from older pot‑still rums.
Crossfire claims to be “the first Jamaican rum to blend multiple distilleries.” The brand’s $37 price for 700 ml sits squarely within the U.S. off‑premise $30–$50 segment, which grew 12% YoY in 2025, a band that has shown steady demand for higher quality spirits.
The rollout is deliberately boutique: direct‑to‑consumer sales and select retail partners in ten markets (U.S., U.K., E.U.) with no wholesale distribution at launch. Partners include Total Wine & More and Tesco, giving the brand a foothold in mainstream off‑premise channels without committing to mass penetration.
Consumer confidence in celebrity‑backed spirits is modest; a 2025 IWSR report found only 22% of consumers believe such brands deliver better quality than non‑endorsed peers. Crossfire counters this skepticism by foregrounding rum authority Ian Burrell and stressing the “100 % Jamaican” blend, which may help shift perception toward authenticity rather than pure star power.
For operators, the key takeaways are twofold:
- Premium add‑on – Treat Crossfire as a high‑margin product that can complement existing super‑premium portfolios but is too costly for casual volume sellers.
- Heritage narrative – Leverage Jamaican roots and multi‑distillery blending in marketing and shelf messaging; the Stones partnership should be used sparingly to spark curiosity, while long‑term success will hinge on consistent quality.
The only concrete retail metric available is the 12% YoY growth in U.S. off‑premise sales for the $30–$50 rum segment. That figure confirms the channel remains receptive to new premium entrants, provided they meet expectations for quality and pricing.
Original Press Release
KITE DRINKS LAUNCHES NEW CROSSFIRE HURRICANE RUM WITH THE ROLLING STONES
Developed with legendary band The Rolling Stones, Universal Music Group, and global rum authority Ian Burrell
London, 9th April, 2026 - Legendary rock band The Rolling Stones are expanding the super-premium rum category with the launch of Crossfire Hurricane Rum Gold and Reserve, the first Jamaican rum to blend the island’s iconic distilleries, developed in collaboration with globally recognized rum authority Ian Burrell and brought to market by beverage brand builder Kite Drinks.
The brand was co-created with Mick Jagger, Keith Richards, Kite Drinks, and Ian Burrell, one of the spirits industry’s most respected rum advocates and founder of UK RumFest. Burrell played a central role in shaping the blend and ensuring it reflects authentic Jamaican craft and flavor. His involvement reinforces the brand’s focus on liquid credibility and category integrity at a time when rum is experiencing renewed interest among both trade and consumers worldwide.
More than fifty years ago, Jamaica became the backdrop to a defining creative moment for The Rolling Stones, when they found themselves in exile and immersed in the island’s rhythm, sound, and cultural intensity. During this pivotal period, the band recorded music that deepened their lifelong connection to Jamaican culture and its rich musical heritage. This creative bond with the island has endured for more than five decades.
Born out of exile and crafted in Jamaica, Crossfire Hurricane honors that moment not as nostalgia, but as a continuation of the same spirit of creativity, freedom, and rhythm that has defined The Rolling Stones for generations.
“I’ve spent decades championing authentic rum, particularly the extraordinary traditions of Jamaican rum,” said Ian Burrell, Global Rum Ambassador and Co-Creator of Crossfire Hurricane. “With Crossfire Hurricane, the goal was to create a blend that truly reflects the island’s identity, combining rums from some of Jamaica’s most respected distilleries, balancing pot and column still distillates, and embracing the bold fruit, funk, and high-ester character that defines the category. The result is a rum with real depth and authenticity that honors Jamaica’s heritage while introducing a new generation of drinkers to the true character of Jamaican rum.”
Crossfire Hurricane is produced and commercialized by Kite Drinks, a London-based drinks company founded by Vincent Gillet, Alexei Rosin, and Cairbry Hill. The company specializes in building premium beverage brands in partnership with cultural icons and operates across the full value chain: from liquid development and supply chain to international sales and marketing.
“At Kite, we build drinks brands where culture and credibility meet,” said Vincent Gillet, Co-Founder of Kite Drinks. “With Crossfire Hurricane, we’re translating the attitude and global legacy of The Rolling Stones into a spirits brand that feels both authentic and relevant, connecting music, storytelling, and premium rum for today’s consumers.”
“From day one, our priority was creating a rum with real legitimacy and character,” said Cairbry Hill. “Jamaican rum has a rich heritage and unmistakable depth of flavor, and with Crossfire Hurricane, we focused on crafting a liquid that reflects that tradition - bold, expressive, and built to stand out in the super-premium rum category.”
“The response from customers and distributors to Crossfire Hurricane has been incredibly encouraging from the outset,” said Alexei Rosin. “It has confirmed for us the scale of the opportunity in super-premium rum, not just in the US and Europe but in other parts of the world where consumers are looking for authentic, culturally resonant brands with true liquid credentials. Thanks to that early momentum, we are launching across 10 markets with high-performing distribution partners and a strong confidence in the brand’s international potential.”
Inspired by the band’s fifty-year creative connection with Jamaica, Crossfire Hurricane is designed to stand apart from the growing wave of celebrity spirits by anchoring the brand in Jamaican rum heritage and credible production. The liquid brings together small-batch blends sourced from Jamaica’s most respected distilleries, layering pot and column distillates and diverse fermentation styles to create a rum defined by balance, depth, and unmistakable Jamaican character.
“We are delighted to share our unique cultural bond with Jamaica through Crossfire Hurricane,” said The Rolling Stones. “Our connection with the island goes back more than fifty years and remains an important part of our story. This new venture creates another way to connect with fans of all generations around the world.”
“At Universal Music Group, we are always looking for meaningful ways to extend the cultural legacy of our artists,” said Ali Grace Marquart, Senior Vice President, Strategic Partnerships & Brand Ventures at Universal Music Group. “The Rolling Stones are one of the most important and enduring artists in music history, with extraordinary relevance across generations. Crossfire Hurricane Rum builds on that legacy, rooted in the band’s deep connection to Jamaica, and now enters its next chapter with a new team of beverage industry veterans, a refined liquid, a new pack, and a clear vision for global growth that will resonate with fans and consumers worldwide.”
Crossfire Hurricane will debut with two expressions:
Crossfire Hurricane Gold, a vibrant and versatile blend designed for both mixing and sipping
Crossfire Hurricane Reserve, a more complex expression built around older pot-still rums for depth and high-ester character
The brand will initially be available via direct-to-consumer channels and select retail partners across the United States, the United Kingdom, and key European markets, with broader international distribution planned in the coming months.
Current stockists include Total Wine & More, Ralph’s, Smith’s, ABC, Tesco, Amatheus, and a selection of top cocktail bars, restaurants, and hotels globally.
Sources consulted (web research):
- The Rolling Stones Relaunches Crossfire Hurricane Rum
- The Rolling Stones And Crossfire Hurricane Rum Rock The Spirits World
- Rolling Stones Crossfire Hurricane Rum Review
- The Rolling Stones Crossfire Hurricane Rum Is Releasing A Limited Edi…
- The Rolling Stones Turn It Up With Crossfire Hurricane Rum 301989177
- The Rolling Stones Crossfire Hurricane Rum Gift Set 1235602153
Source: BevNET
