Bacardí is releasing a limited-edition rum in collaboration with electronic music trio Major Lazer – thought to be the first collaboration in its 155-year history.
Bacardí X Major Lazer Limited Edition is being released via Amazon in the UK from early December, developed by the trio’s Diplo, Jillionaire and Walshy Fire with the company’s “maestros de ron”. It is priced £20.
The blend, which has been filtered before and after ageing, is said to express the flavours of the Caribbean. With a warm silky body and notes of tropical fruit, cedar, almonds and vanilla, it has a rich amber hue and has been tropically aged for at least three years.
It is part of a wider partnership with Major Lazer, from creating music experiences for fans around the globe to supporting emerging Caribbean music talent by securing studio time and spreading their music to the world.
The partnership is inspired by what Bacardí and Major Lazer refer to as “The Sound of Rum”, a diverse sound that can be traced back to the islands where Bacardí rum comes from, representing the “intersection of music and rum, where the two blend to bring people together”.
Major Lazer’s music has long been inspired by the Caribbean, with two of its members hailing from islands themselves. The distinctive Sound of Rum draws on influence from a collection of Caribbean genres such as reggae, dancehall and afro beats, and fuses them with modern global influences from hip-hop, trap and grime.
Jillionaire from Major Lazer said: “Creativity is in our blood. We create music on pretty much a daily basis, but creating our own rum is the stuff of dreams. We’ve worked with Bacardí to create this unique blend, something that we feel really embodies The Sound of Rum and links rum and music in a way that’s never been done before.”