“We’re very excited to be teaming up with Universal Music Group and Socio Ventures to create our first ever premium spirits brand and look forward to sharing it with the world,” The Rolling Stones said of the new venture, in a statement.

Boyd Muir, executive vice president, chief financial officer and president of operations at Universal Music Group, added: “The Rolling Stones continue to have an incredible impact on popular culture with the ability to reach fans across multiple generations around the world. We are excited and proud to announce this new venture with them that will further expand and build upon their iconic brand.”

The Stones’ love affair with rum began in the ’70s while recording their album “Goats Head Soup” in Kingston, Jamaica, the company notes. 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, it says.

“Owning a business with The Rolling Stones is absolutely electrifying. It is an absolute privilege to create this product alongside some of the greatest artists of our time,” said John Fincher, Socio Ventures partner and Crossfire Hurricane co-founder, in a statement. “The band’s vision and enthusiasm for Crossfire Hurricane set us apart and positioned us to redefine the rum category. And you’re all invited to the show.”

The precisely blended Crossfire liquid includes rum aged for up to five years in charred oak barrels, giving it a golden hue and imparting a depth of complexity and character that makes it ideal to sip on its own or stand out in a wide variety of cocktails, the company says.

Packaged in a 700-ml bottle, Crossfire Hurricane now can be purchased online at crossfirehurricane.com powered by ReserveBar. The product arrives on shelves in select states in early 2024, the company notes.

www.crossfirehurricane.com