In November last year, Mars relaunched his Selvarey Rum brand with an updated design. Introduced in 2014, the range includes a white rum and a chocolate-flavoured five-year-old expression.
The new Selvarey Owner’s Reserve, available exclusively through Reserve Bar, sold out two hours after being stocked. It is made with rums aged between 15 and 25 years, and priced at US$149. The latest addition to the collection is Selvarey Coconut, which seeks to ‘elevate’ Piña Colada cocktails. It is made with two-year-old rum and infused with coconut essence. The new expression offers hints of fresh coconut water, key lime pie, pineapple and tres leches cake. The signature cocktail for the bottling combines Selvarey Coconut, pineapple juice and coconut water to make the Skinny Piña Colada. It is recommended served with a splash of soda water or mixed with fresh juice. Bottled at 30% ABV, Selvarey Coconut is priced at US$32 per 750ml.
The brand also revealed the first instalment of its Tropical Luxury, Wherever You Are campaign. Mars directed and stared in the campaign’s flagship video alongside rapper Anderson Paak, while singer-songwriter James Fauntleroy lent his singing voice to the spot. “Rum is really synonymous with joy,” said Mars. “Anyone holding a good rum cocktail is exactly where they want to be. That’s what I wanted people to feel with this campaign.” The spot is available to watch below via YouTube, with additional content to be rolled out this summer.