When we received the press information about Crossfire Hurricane, the Jamaican rum brand developed by Kite Drinks, working closely with Mick Jagger and Keith Richards, of The Rolling Stones, Universal Music Group and global rum authority, Ian Burrell, we were certainly intrigued.
But, there’s no shortage of celebrities that have launched their own drinks range and whilst they all bring their own cachet, there is an expectation that not only should they be good, they should be exceptional.
Michael Bublé has a whiskey, Ricky Gervais launched Dutch Barn Vodka and Lady Eliza Spencer, one of Earl Spencer’s daughters, recently launched Lala V, a new Provençal rosé.
We hope that they have all been produced with a singular vision to produce a fine product and a passion to excel – not simply to create a useful brand extension.
Following further contact with the brand’s PR we were sent bottles of Crossfire Hurricane Gold and Crossfire Hurricane Reserve.
The bottles were immediately impressive, uniquely featuring the iconic Rolling Stones’ logo, in relief, but stylised in gold for the Jamaican Gold and bronze for the Reserve. The large bottle stoppers, which fit flush with top of the bottle, are also coloured gold and bronze, respectively, but feature a red tongue and lips logo.
Radiating out from the logo at the centre of each straight-sided bottle are ridged representations of sound waves, with the distance between each ridge and the size of each ridged arc increasing.
But, rather than having the stylised sound waves in a fully circular pattern, the ridges form nominal triangles, expanding left and right at 90 degrees. The top and bottom triangular quadrants are left smooth for the labelling.
So, why have I spent so long describing the bottles? Because they deserve the attention. Correction: the bottles demand your attention.
With Crossfire Hurricane nothing is contrived, the brand embodies everything you might think of when you see or hear the band’s name.
The Rolling Stones is one of the most successful bands in the world and have been making waves since their formation in 1962. Crossfire Hurricane not only pays homage to Jamaica and the people who welcomed them, it is a continuation of the band’s authentic spirit of creativity, freedom and rhythm.
The packaging and branding is next level, but what about the contents and why rum?
Over 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.
It was during this pivotal period that 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.
Crossfire Hurricane initially launched in 2023, co-created with Mick Jagger, Keith Richards, Kite Drinks and Ian Burrell, a globally-recognised rum expert.
The brand has undergone a major transformation following the development of two super-premium rums, Crossfire Hurricane Gold and Reserve – the first Jamaican rums to blend the island’s iconic distilleries, developed in collaboration with Ian Burrell and brought to market by beverage brand builder, Kite Drinks.
Ian Burrell played a central role in shaping the blend and ensuring it reflects authentic Jamaican craft and flavour. His involvement reinforces the brand’s focus on liquid credibility and category integrity at a time when rum is experiencing somewhat of a renaissance.
Global sales of rum are growing at 4.8% (CAGR) and forecast to be worth $22bn by 2033 (according to figures published by Skyquest), largely driven by the millennials’ demand for authentic and distinctive alcoholic beverages.
Distinctive and authentic are just some of the words that came to mind when sampling the Gold and Reserve rum, which everyone in the office was impressed with.
Crossfire Hurricane Gold (40% ABV), column-distilled and aged in young oak, is smooth and complex, and was designed for both mixing and sipping. As with all our reviews we only sample neat or over ice, so that the true characters emerge.
Gold has plenty of attitude, confidently announcing itself with tropical fruits on the nose and a smooth mouthfeel, layered with caramel, molasses, and vanilla and coconut underpinning what is a very drinkable rum. The finish is smooth and gently warming.
Some reviews have suggested that Gold is a bit ‘thin’, but I would argue that it’s lightness is an important attribute; this rum doesn’t need to be polluted with a mixer. Add ice, if you must, be we enjoyed this served at room temperature.
This is going to be one of those rums that will go down well, in every sense of the phrase, with those trying their first authentic Jamaican rum and aficionados, alike. The connoisseurs will appreciate its heritage, the newcomer will simply enjoy a very accessible and extremely flavoursome rum.
Crossfire Hurricane Reserve (40% ABV) is produce from pot still distillates and aged for between three and seven years.
Reserve is more complex, greeting you with a dark chocolate smokiness and the mellow notes of tobacco. The mouthfeel doesn’t disappoint, which is where the flavour profile reveals itself as it is gently warmed and teasing the taste buds with dark chocolate and caramel coming to the fore, with a subtle sweetness leading to a rewarding finish.
There is the warming heat that you can only get with a high ABV spirit, but it never strays from being a super-smooth, rewarding rum.
Another reviewer argued that these rums will be sold, mainly, to fans of the Rolling Stones, but I would argue that whilst the iconic tongue and lips branding on the bottle will get your attention, especially if you are a fan, it is the content that will seal the deal, whether you like the band or not.
Commenting on these latest expressions, Ian Burrell said: “I’ve spent decades championing authentic rum, particularly the extraordinary traditions of Jamaican rum.
“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 honours Jamaica’s heritage while introducing a new generation of drinkers to the true character of Jamaican rum.”
Crossfire Hurricane is produced and commercialised by Kite Drinks, a London-based drinks company founded by Vincent Gillet, Alexei Rosin and Cairbry Hill. The company specialises 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.
Vincent Gillet, a co-founder at Kite, is delighted to have been involved with such an iconic band: “We build drinks brands where culture and credibility meet. 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.”
Universal Music Group, the current global distributor of The Rolling Stones music, was also heavily involved in the development of Gold and Reserve, as Ali Grace Marquart, senior vice-president, strategic partnerships and brand ventures, explains: “At Universal Music Group, we are always looking for meaningful ways to extend the cultural legacy of our artists.
“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.”
Since launching the magazine we have received many press releases, each one trying to persuade us to cover the news of a new beer, wine or spirit; the writers often fall over themselves with hyperbole and spin that the actual product can often be a disappointment.
In the case of Crossfire Hurricane, both expressions, Gold and Reserve, did not disappoint and if anything the reality more than matched the promise.
We look forward to seeing what this dynamic brand does next.
For more information visit Crossfire Hurricane’s website