The distribution arrangement, announced this week will see the Caribbean rum debut on-shelf in California and Florida before the end of the month. A nationwide rollout through Southern Glazer’s is in the offing for the coming months.
The brand, described as the “signature rum by The Rolling Stones”, went on sale online in the US late last year.
“Growing demand for premium rums makes it an exciting time to enter the category,” said Southern Glazer’s VP of sales & marketing, Mark Chaplin. ““We’re thrilled to … introduce the brand to our national network of trade and retail partners.”
Comprising a blend of rums distilled in Jamaica, Barbados and the Dominican Republic, Crossfire Hurricane carries a US$37 retail pricepoint.
Late last year, Colorado-based rum producer and brand owner Montanya Distillers was the subject of an employee buyout as founders Brice and Karen Hoskin divested the business to CRN Ventures.
