Boutique rum SelvaRey has introduced new packaging, branding and a global campaign. Behind the scenes, musician Bruno Mars has been guiding the process for years, redesigning every aspect of the brand.
“I tried the rum years ago and loved it. It tasted like tropical luxury, like I was on vacation,” said Mars. “So we started working together, bouncing ideas about how we could show people how this drink makes you feel. Took some years and a lot of piña coladas but, dare I say, we did it.”
Distilled in the jungles of Latin America by a legendary master blender, SelvaRey (which loosely translates to “King of the Jungle”) quickly won favor with the most discerning spirit enthusiasts, landing in Michelin-starred restaurants and catching the attention of the multifaceted Mars. Bruno was instantly inspired by the quality and flavor of the rums. He connected with SelvaRey’s founders and after developing a close relationship, he offered to complement their amazing liquid with his creative vision.
“I don’t think there’s anyone else in the world who could have nailed this all so perfectly the way he did,” added co-founder Seth Gold. “We set out to push the boundaries of the rum category. And Bruno’s taken it to the next level, creating a full-blown world of tropical luxury.”