Pop superstar Bruno Mars has relaunched his Selvarey Rum brand with an updated design and unveiled a new global campaign. 

Selvarey translates roughly to ‘king of the jungle’ in Spanish. The Selvarey range includes a white rum and a chocolate-flavoured five-year-old expression.  

“I tried the rum years ago and loved it,” said Mars. “It tasted like tropical luxury, like I was on vacation.  

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.” 

Selvarey was launched in 2014 by Mars, Seth Gold, Marc Gold and Robert Herzig. The brand seeks to ‘change people’s perception of what rum could be’. 

“I don’t think there’s anyone else in the world who could have nailed this all so perfectly the way he (Mars) did,” said Co-founder of Selvarey 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.” 

Selvarey White Rum is a blend of rums aged in Bourbon barrels and bottled at 40% ABV. The expression offers notes of ‘caramel and butterscotch’ from a five-year-old rum and ‘fresh-cut sugarcane’ from a three-year-old rum. It tastes of citrus, pineapple and crème brûlée. 

Bottled at 35% ABV, the ‘full-bodied’ Selvarey Chocolate Rum has notes of sweet toffee, chocolate-covered espresso beans and baking spice, and is recommended served over ice or in cocktails. 

Selvarey rum is distilled in Panama by master blender Don ‘Pancho’ Francisco Fernandez. New expressions will be added to the rum brand’s portfolio in the coming months.