![]() ![]() One other tip from the man himself: “Add SelvaRey Chocolate Rum to ice cream and thank me later. It’s light and delicious so I can stick with that all night.“ If you fancy a boogie later on, though (perhaps to some Bruno Mars): “The Cold Brewno is the choice for dancing.” In terms of the specialty cocktails that the rum lends itself to and which make up some of the offerings at the new pop-up, Mars said, “You can usually catch me drinking the Hollywood Colada (a twist on the Pina, complete with fresh pineapple juice). “The rum tastes like tropical luxury so everything else, from the bottle to the box, was an extension of that feeling.” (Indeed, the official name, pronounced Sel-Vuh-Ray, loosely translates to “king of the jungle.”) ![]() Turning back to his rum, Mars mentioned that he has been very involved, down to the glamorous, deep green packaging. Growing up, that was where I’d love to spend time,” he gushed.ĭoes he have a favourite Hawaiian expression, what with his distinct history and culture? He sure does. There are so many things that make it special, but for me it was always about the beaches. A sentence, indeed, that Sinatra likely never needed to employ in his day.įounder Seth Gold had this to say Forbes not long ago about the fast-rising brand (which comes in white, chocolate, coconut and an Owner’s Reserve): “We started out with an idea of changing people’s perceptions of rum and elevating the category to where it belongs - alongside the best whiskeys, vodkas, tequilas and gins.”Ĭonnecting with Mars later, I asked him what it meant to be doing this pop-up in America’s 50th state and what hold it has on him still. “We going to put down our phones and have some fun?” Mars teased to our group of 30 or so, all of us holding up our mobiles like daggers. A world in which everyone from Kendall Jenner to Dwayne Johnson, SJP to Diddy, has made themselves known in the boldface booze stakes. ![]() A single-estate Panamanian-distilled rum, it arrived in a post-Casamigos world (the tequila brand that George Clooney sold for one billion buckeroos to Diageo back in 2017) and a post-Aviation one (the gin that Ryan Reynolds similarly cashed in on). and is just one of the many celeb-led liquor entities of late. Personally handing out some well-considered cocktails courtesy of his signature rum brand, SelvaRey, which seeks to disrupt the nearly $8-billion rum industry in the U.S. The task at hand for the pop star? Going from Uptown Funk to Beachside Bartender. At the sprawling, serotonin-boosting Fairmont Orchid. We were in Hawaii, where Peter Gene Hernandez (his real name) grew up.ĭestination: the Big Island. Something that most definitely rushed to mind when 15-time Grammy winner and hip thrust-enabler Bruno Mars surprise-appeared before me behind a bar the other week - complete with signature Aviators, a hammock-ready Hawaiian shirt and even a spiffy lei hanging off him. And certainly never owned any piece of it. One of the most enduring relationships between a whiskey and an artist in the long pantheon of fame, all things considered - although Frank was never officially the spokesman for the brand. In life, as in death, the Rat Packer and most celebrated singer of 20th-century popular song was so closely associated with Jack that he was never onstage without a glass of the Tennessee hooch, poured over three ice cubes. His daughter, Nancy, famously slipped a minibottle into his blue suit at the funeral held at the Church of the Good Shepherd in Beverly Hills in 1998 (along with a pack of Camels and his Zippo lighter!). Frank Sinatra was so closely associated with whiskey that, when he died, he was buried with a bottle of Jack Daniel’s. ![]()
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