Rum Bar Rum has proudly stepped up as an exclusive rum sponsor in honour of Alkaline’s New Rules upcoming return to Jamaica. Their exciting partnership with New Era Productions has led to Rum Bar Rum’s first-ever limited-edition bottle, created specially to mark the highly anticipated concert scheduled for July 5, 2025, at the Trelawny Multipurpose Stadium.
Rum Bar Rum highlighted in a press release that this collaboration is not just about a product, but also a cultural statement that aims to shift how young adults view rum, influencing market trends and cultural attitudes. The collaboration marks a momentous occasion for both Alkaline and dancehall.
The marketing manager for Rum Bar Rum, Tamika West, described the limited-edition bottle release as a reflection of Jamaica’s energy, spirit, and cultural heritage.
May 30 marks the release day for the limited-edition bottles, which are expected to fly off the shelves swiftly given the limited quantities. For this reason, Rum Bar Rum encourages those who want to experience the rich flavours of Rum Bar Rum and the essence of New Rules, which the bottles perfectly capture, to get theirs early.
Kereena Beckford, the organiser of New Rules, expressed enthusiasm about the collaboration, describing it as a seamless partnership, as New Era Productions has always aimed to push creative boundaries.
The official media launch for New Rules is scheduled for June 4, 2024. Guests at the event will get the chance to purchase bottles, enjoy tastings, and immerse themselves in the lively energy that both Rum Bar Rum and New Rules bring to the table. This partnership not only elevates the New Rules experience but also reinforces its position as a leading force in the entertainment industry, with Rum Bar Rum proudly serving as the event’s exclusive rum sponsor.
This collaboration has stirred mixed reactions online. Some fans praised Alkaline for securing the partnership, while others argued the move mirrors Vybz Kartel’s earlier STR8 VYBZ Rum launch in 2024. That launch featured four rums named after Kartel’s biggest songs, including Fever, Electric, Ramping Shop, and Unstoppable. Kartel’s brand, produced by The House of Angostura and distributed by Caribbean Producers Jamaica, also aimed to blend music with culture in a bold way.