Spirits company KBE has unveiled a collaboration between its spiced rum brand Makai and American music artist Monster Rally.
Makai Spiced Rum is inspired by the heritage of Polynesia, and launched in June 2022. It includes a blend of vanilla, ginger, cinnamon, nutmeg and cloves.
Monster Rally is the ‘musical project’ from Cleveland-based artist Ted Feighan. Its music is inspired by ‘90s hip-hop and 60s exotica’.
The partnership will see specialised gift sets to mark the collaboration being rolled out in the on-trade.
Tom Elliot-Frey, innovation brand manager at KBE Drinks, said: “Monster Rally’s tropical sounds instantly resonated as the perfect brand partner for Makai Spiced Rum so naturally, we got in touch to see whether there was an opportunity to collaborate.
“Our Polynesian essence and his tiki-inspired artwork went hand-in-hand, and we were very excited to work with Monster Rally to bring to life a limited edition (and one-off) piece of artwork to celebrate the launch of the rum.”
The gifts born from the collaboration include a bottle of Makai, a branded glass and a limited edition 12-inch vinyl album sleeve that is commissioned by Monster Rally.
Elliot-Frey added: “We recommend sticking on the record, sitting back, and pouring a Makai Spiced rum and coke to bring a little slice of tropical paradise to your drinking occasion.”
Makai Spiced Rum collected a Silver medal in the DB & SB Autumn Blind Tasting 2022.
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Author: Alice Brooker