The iconic rock band The Rolling Stones have ventured into the spirits industry with the introduction of their own rum label, Crossfire Hurricane.

This new venture is a collaborative effort involving The Rolling Stones, Universal Music Group, and Socio Ventures.

Named after the band’s renowned song “Jumpin’ Jack Flash”, Crossfire Hurricane draws inspiration from its famous opening lyrics.

In a joint statement, The Rolling Stones expressed their enthusiasm for this new endeavor, stating, “Partnering with Universal Music Group and Socio Ventures, we are thrilled to embark on our first journey into the premium spirits market and eagerly anticipate introducing it globally”.

Coinciding with the debut of their first studio album in nearly two decades, “Hackney Diamonds”, the launch of this rum symbolizes a significant milestone for the band.

Boyd Muir, Universal Music Group’s executive vice president, CFO, and president of operations, remarked, “The Rolling Stones continue to profoundly influence pop culture, captivating fans of all ages worldwide. This partnership not only expands but also elevates their legendary brand“.

The rum features a blend aged up to five years in charred oak barrels, reflecting a rich heritage.

The Rolling Stones’ fascination with rum dates back to the 1970s during an album recording in Kingston, Jamaica. The band, particularly Mick Jagger and Keith Richards, have since nurtured a connection with the Caribbean.

John Fincher of Socio Ventures, a partner and co-founder of Crossfire Hurricane, shared his excitement: “Collaborating with The Rolling Stones is a thrilling experience. We are honored to craft this product with such iconic artists, aiming to revolutionize the rum category and welcoming everyone to this journey”.

Priced at US$37 and available online, the rum is set to be distributed in the United States starting next year.

This launch adds to the growing trend of celebrities entering the spirits market, posing the question of what makes these ventures successful.