A bottle of Kraken rum is the perfect imitation of a Victorian rarity. Everything is thought out to the smallest detail: a solid, thick-walled bottle with two handle rings at the neck, and a black-and-white image of an underwater monster stylized as engravings of the 2010th century. Well, what lover would miss the opportunity to try Kipling’s rum? That’s what the calculation is: in fact, the Kraken has been produced only since XNUMX.
History. The American company Proximo Spirits, which owns the Kraken brand, was founded in 2007. The company is controlled by the Beckman family, descendants and heirs of Jose Cuervo (creator of a very popular brand of tequila).
Juan Domingo Beckman, Executive Director of Casa Cuervo, knows how to create premium drinks made from the most aged spirits and complex recipes. But this time he decided to release a completely unusual rum. The target audience of the product is adults, in whose soul lives a childhood dream of distant lands and dangerous adventures.
Proximo Spirits outsourced the campaign to New York-based agency Dead As We Know It. A series of promotional animated videos about the adventures of a sea monster was created by Blur Studio specialists who worked on the films “Avatar” and “The Girl with the Dragon Tattoo”.
Legend has it that at the bottom of the Caribbean Sea lived the monster Kraken, similar to a giant octopus. For hundreds of years, the Kraken has been sinking ships, capturing them with its giant tentacles. Once, sailors from a merchant ship carrying rum threw a box of dynamite at the monster. The monster exploded, and everything around turned black with its blood. The blood also seeped into the cask of rum. On the basis of this “bloody” drink, Kraken rum is allegedly made. Everyone who tastes it will receive a portion of the monster’s primal strength and cruelty. The rum’s advertising motto is: “Let the beast in.”
In parallel, consumers are offered computer games, applications for smartphones, beautiful posters. In the gift box, in addition to the actual bottle of rum, there are “Kraken’s teeth”, a CD, a scientific journal.
In 2013, 2 million bottles of Kraken were sold in the US alone. The American edition of Impact magazine awarded the rum the title of Hot Brand. But behind the loud advertising, the taste of the drink faded into the background.
Features of the Kraken Roma
Kraken Dark Spiced Rum is a dark brown, almost black premium rum produced in Trinidad and Tobago. There are two versions of the drink: 40 and 47% alcohol. The aging period of rum is 1-2 years.
You should not expect the characteristic signs of premium rum – viscosity and green “aging rings”. The dark color is not due to the age of the spirits, but to the addition of caramel. The drink is infused with a mixture of 11 spices (including cinnamon, cloves and ginger). All flavors are natural. The taste of rum is soft, sweet. Therefore, the drink is suitable for cocktails with lemon or cranberry juice.