Without a doubt, The Rolling Stones will have an amazing Summer this year! On July 10th, the anticipated 14-track album, Foreign Tongues will drop and they have been releasing tracks and videos; such as In the Stars dropped earlier this month. While we wait for the full album to become available, The Rolling Stones have another launch that is worth noting! This Spring, they debuted Crossfire Hurricane Rum, a super-premium spirit that celebrates the bands connection with Jamaica in a relationship that has spanned more than 5 decades! This launch and product illustrates the band’s music heritage, its Jamaican provenance, and modern craft.
Starting with Jamaica, this is the first brand to utilize rums from 4 of the country’s most respected distilleries - Hampden Estate, Long Pond, Worthy Park, and Clarendon. These 4 styles come together in a single blend that showcases its complexity and the island’s rum-making tradition and is 100% Jamaican with no added sugars.
“Jamaica got into everything we did in the early seventies - the music, the rhythm, the pace of life. Jamaica was one of the few places that would let us all in. The island said come in and we recorded Goats Head Soup. It’s never let us down since. Crossfire Hurricane is a continuation of that story, more than fifty years on,” said The Rolling Stones.
It’s worth noting that prior to The Rolling Stones’ arrival in Jamaica, they had been recording on Main Street in the South of France; as well as touring in the US. When they arrived in Jamaica in 1972, it became a breath of fresh air their label head, Ahmet Ertegun of Atlantic Records knew that this island was the centre of emerging musical influence. By recording Goats Head Soup in Kingston, they were immersed in a new flow that Keith Richards said that the “1970s Jamaica felt a lot like 1960s England when we started out. There was something in the air - a new rhythm, a new imagery.”
The band continued to record at Dynamic Sound Studios where the connected with iconic reggae authors - Sly & Robbie, Peter Tosh, and more. Mick Jagger recorded, “There was something in the air. You could feel it from everybody on the street - a vital thing happening with reggae.”
The rum brand’s name is from the opening lyric of Jumpin’ Jack Flash (Editor’s Note: The opening lyric: I was born in a crossfire hurricane and I howled at the morning drivin’ rain) as a means to capture the raw energy and enduring spirit of one of the world’s most iconic bands.
The Rolling Stones partnered with Ian Burrell, Global Rum Ambassador to be a co-creator due to his expertise in Jamaican run and its cultural significance.
The bottle reflects the band’s iconic lips logo in a prominent way and is surrounded by wave patterns that showcase echo sound. By visiting the website, the storytelling continues by sharing the band’s time in Jamaica in the 70s, along with the recording of Goats Head Soup in Kingston.
Fans of the band and rum should visit the website to see never-before-seen images of the band on the island along with the moments that established their time there from the music as well as the spirit behind the rum. As their global rollout continues, Crossfire Hurricane Rum’s social account will share upcoming drops, collaborations, and new ways to interact with this story.
The portfolio includes Crossfire Hurricane Gold for mixing and Crossfire Hurricane Reserve for sipping.
PHOTOGRAPHY CREDIT | Crossfire Hurricane Rum
Read the MAY ISSUE #125 of Athleisure Mag and see BORN IN A CROSSFIRE HURRICANE | THE ROLLING STONES in mag.
