Rolling Stones Rum Brand Crossfire Hurricane Joins Glazer’s


February 20, 2024

Crossfire Hurricane Rum by The Rolling Stones Signs National Agreement with Southern Glazer’s Wine & Spirits

Crossfire Hurricane Rum, the signature rum by The Rolling Stones, announced it has signed a national distribution agreement with Southern Glazer’s Wine & Spirits (Southern Glazer’s). Born from a partnership with Universal Music Group and Socio Ventures, Crossfire Hurricane Rum will first enter the Florida and California markets with Southern Glazer’s later this month, followed by a nationwide rollout.

Crossfire Hurricane’s proprietary blend of Caribbean rums from Jamaica, Barbados, and the Dominican Republic is a fusion of three distinct rum-making traditions—creating a harmonious blend that seamlessly integrates time-honored distillation methods with contemporary flair.

The liquid is 40% ABV and boasts flavors of caramelized bananas followed by a gentle hint of tropical fruit. This blend, a convergence of history, culture, and innovation, represents a distilled essence of the Caribbean’s finest rum-making legacies.

Mick Jagger, frontman of The Rolling Stones said in a news release, “I’ve visited loads of rum distilleries in the Caribbean – I’ve been to the most rundown and the most ancient ones in Barbados and Jamaica that are remarkably still running on Victorian equipment. Very interesting to discover how rum is made and how it’s blended.”

The Stones’ love affair with rum began in the ’70s while recording their album “Goats Head Soup” in Kingston, Jamaica. The Caribbean’s boisterous energy and music took hold of the group over the decades and Mick Jagger and Keith Richards often locate themselves on the islands when the band is off the road.

Inspired by the opening lyric of their hit song “Jumpin’ Jack Flash,” Crossfire Hurricane Rum embodies the essence of the Rolling Stones’ legendary journey, capturing the heart and soul of the Caribbean. Just like their music, it is a fusion of passion and adventure, with every sip telling a story.

The Rolling Stones at Summerfest, 2015. Photo by Jim Pietryga

Following Crossfire Hurricane’s debut in November 2023—which coincided with the legendary band’s “Hackney Diamonds” album launch and 2024 tour announcement—the brand has delivered record-setting sales online. Overseeing the company, John Fincher, Partner at Socio Ventures and Co-Founder of Crossfire Hurricane, has assembled a powerhouse leadership team built of top professionals from the spirits and beverage industry.  Kyle Rivera and Ryan Stender are leading sales and marketing, respectively.

“Our mission is to deliver a premium rum brand that is world-class,” John Fincher, Socio Ventures Partner and Co-founder of Crossfire Hurricane, said. “Through our relationship with Southern Glazer’s, we will now make Crossfire Hurricane available across the country, ensuring that aficionados and rock & roll fans everywhere can savor the experience and enjoy the band’s legacy for future lifetimes.”

Crossfire Hurricane Rum will benefit not only from Southern Glazer’s track record with building brands, but also its national scale, unmatched route-to-market capabilities, and the Proof e-commerce platform to drive efficiencies and growth in Crossfire Hurricane’s business. The distribution plan entails a gradual state-by-state rollout across both retail and on-premise channels, supplemented by immediate nationwide online sales accessibility.

Crossfire Hurricane Rum is available online across the U.S. at powered by ReserveBar with the MSRP of $37.00. The product will arrive on shelves in Florida and California in late February 2024, followed by a nationwide rollout with Southern Glazer’s.