US singer Kenny Chesney has agreed to sell his Blue Chair Bay rum brand to North Carolina-based Next Century Spirits.
The purchase, from Chesney’s Fishbowl Spirits business, sees the singer take a stake in Next Century. Financial details about the sale, as well as the size of Chesney’s holding, were not disclosed.
Blue Chair Bay, which is sourced from the Caribbean and comprises ten expressions, will join the likes of Nue vodka, Bear Fight American single malt and Calamity gin on Next Century’s books. Launched in 2013, the brand has sold “millions of cases to date”, according to its new owner.
“Blue Chair Bay Rum has endless potential, and we’re excited to bring it into the NCS family,” said co-CEO Anthony Moniello. “Kenny created … a great tasting rum with a rich story. At NCS, we’re building a team of fast-moving entrepreneurs and a portfolio of bold, unique brands for the next generation of spirits drinkers. Adding Kenny and Blue Chair Bay to our vision is another incredible step forward.”
Moniello, who previously worked for Diageo from 2012 to 2021, assumed the co-leadership of Next Century with then-COO Rob Mason in mid-2022.
