SelvaRey, the rum brand of Bruno Mars, an artist whose diverse activities extend beyond the music scene, will begin full-scale operations in Japan in the spring of 2021. SelvaRey was launched in 2014 as a high-quality rum brand crafted in the Panamanian jungle by a world-renowned master blender, and offers two types of rum: white rum and chocolate rum. At the recent 63rd Grammy Awards, Bruno Mars attracted attention by posting a photo on his social media account of bringing SelvaRey rum to the venue.
©︎ Flo Dechard
How Bruno Mars Met Celvaray
Bruno Mars first encountered Celvaray when the brand was just launched. The relationship began when the three founders sent him some white rum and chocolate rum. Born and raised in Hawaii, Mars has always enjoyed rum-based drinks such as mojitos, piña coladas, mai tais, and rum punch, and rum was his most familiar and favorite drink. Impressed by the flavor of Selvarey, Bruno Mars spent a long time building a relationship with the founder, and is now the owner of Selvarey, working tirelessly to spread the word about this rum to the world.
"Selvarey is a rum that makes you feel like you're on vacation, in a tropical, luxurious atmosphere. All of us at the team brainstormed how we could best convey the deliciousness of this wonderful rum," says Bruno Mars.
Master Blender "Don Pancho"
Selvarey's signature white rum and chocolate rum are blended by world-renowned master blender Don Francisco Pancho Fernandez, known as "Don Pancho," who has a distillery in the Panamanian jungle, and are characterized by their smooth texture and balanced flavor. Selvaray rum received high marks from the alcohol industry publication "The Tasting Panel," with the white rum receiving a score of 94 points and the chocolate rum receiving a score of 95 points.
The New Selvaray
In November 2020, Selvaray redesigned its bottle, logo, and global campaign website, unveiling a new campaign visual embodying the appeal and splendor of rum under the new theme "Tropical Luxury, wherever you are." Reborn under Bruno Mars' creative sensibility, Selvaray plans to announce further developments and initiatives in Japan in addition to campaigns around the world. Bruno Mars and Selvaray hope that 2021 will be a groundbreaking year for rum globally.
Product Information
Selvaray White Rum
This white rum offers a delicate flavor and aroma that has been aged in bourbon barrels. A blend of three-year-old rum, which retains the lively flavor of freshly cut sugarcane, and five-year-old rum, which has aromas of caramel and butterscotch, this white rum has a smooth and mellow taste reminiscent of citrus fruits, pineapple, and crème brûlée. It is delicious not only as a base for classic cocktails such as mojitos and daiquiris, but also when mixed with ginger ale or tonic water.
Price: Open Price
Alcohol Content: 40%
Volume: 750ml
Selvaray Chocolate Rum
This full-bodied rum, aged for five years, is infused with natural chocolate to bring out its inherent flavor. It features flavors of chocolate and espresso beans, with a sweet toffee-like aroma and a rounded mouthfeel created by baking spices. This velvety-smooth, aged chocolate rum creates a sophisticated spirit that can be enjoyed on the rocks or as a base for a coffee cocktail.
Price: Open Price
Alcohol Content: 35%
Volume: 750ml
Stores
Selvaray White Rum and Chocolate Rum are available on Amazon.co.jp and at AEON Group's liquor specialty store, AEON Liquor (some stores excluded). We plan to gradually expand the number of stores that carry our products.
Characteristics
Single Estate
Selvaray manages every step of the rum production process. All processes, including sugarcane cultivation, pressing of the juice, fermentation, distillation, aging, blending, and bottling, are carried out within the Selvaray distillery facilities.
Sugarcane
The sugarcane used to make Selvaray is grown in Panama, located directly on the equator. Panama's extremely hot climate, with temperatures higher than those of neighboring Central American countries, naturally eliminates pests that plague sugarcane fields elsewhere. Therefore, no chemicals or pesticides are used.
Harvesting
Harvesting, an often-overlooked step in rum production, is done by hand. The juice is boiled immediately after harvest to produce Grade A molasses, the base of rum.
Craft
Fermentation is carried out using a proprietary yeast extracted from wild pineapple. Distilled in a 1922 antique copper column still, it imparts a unique softness. We source barrels from some of the world's most esteemed bourbon cooperatives for rum aging.
Blending
Don Francisco Pancho Fernandez (commonly known as Don Pancho) worked on a sugarcane plantation in Cuba, but his extraordinary sense of smell, or "golden nose," caught the attention of the rum maker, Havana Club, and he began working there. He rose to the position of rum master, a position he had built up over 35 years in Cuba, and left to travel to Panama. He then established his own distillery in the Panamanian jungle and currently crafts high-quality rums as SelvaRey's master blender.
SelvaRey Official YouTube Channel
Bruno Mars | SelvaRey Rum Dancing Juice
Recipe videos for Dancing Juice and other content are available on the official SelvaRey YouTube site.
Instagram. https://www.instagram.com/selvareyrum/
Facebook. https://www.facebook.com/selvareyrum
Twitter. https://twitter.com/selvareyrum
Customer inquiries
Koto Corporation Co., Ltd.
TEL. 0798-71-0030
Click here for company press release details
©︎ Flo DechardHow Bruno Mars Met Celvaray
Bruno Mars first encountered Celvaray when the brand was just launched. The relationship began when the three founders sent him some white rum and chocolate rum. Born and raised in Hawaii, Mars has always enjoyed rum-based drinks such as mojitos, piña coladas, mai tais, and rum punch, and rum was his most familiar and favorite drink. Impressed by the flavor of Selvarey, Bruno Mars spent a long time building a relationship with the founder, and is now the owner of Selvarey, working tirelessly to spread the word about this rum to the world.
"Selvarey is a rum that makes you feel like you're on vacation, in a tropical, luxurious atmosphere. All of us at the team brainstormed how we could best convey the deliciousness of this wonderful rum," says Bruno Mars.
Master Blender "Don Pancho"
Selvarey's signature white rum and chocolate rum are blended by world-renowned master blender Don Francisco Pancho Fernandez, known as "Don Pancho," who has a distillery in the Panamanian jungle, and are characterized by their smooth texture and balanced flavor. Selvaray rum received high marks from the alcohol industry publication "The Tasting Panel," with the white rum receiving a score of 94 points and the chocolate rum receiving a score of 95 points.
The New Selvaray
In November 2020, Selvaray redesigned its bottle, logo, and global campaign website, unveiling a new campaign visual embodying the appeal and splendor of rum under the new theme "Tropical Luxury, wherever you are." Reborn under Bruno Mars' creative sensibility, Selvaray plans to announce further developments and initiatives in Japan in addition to campaigns around the world. Bruno Mars and Selvaray hope that 2021 will be a groundbreaking year for rum globally.
Product Information
Selvaray White Rum
This white rum offers a delicate flavor and aroma that has been aged in bourbon barrels. A blend of three-year-old rum, which retains the lively flavor of freshly cut sugarcane, and five-year-old rum, which has aromas of caramel and butterscotch, this white rum has a smooth and mellow taste reminiscent of citrus fruits, pineapple, and crème brûlée. It is delicious not only as a base for classic cocktails such as mojitos and daiquiris, but also when mixed with ginger ale or tonic water.
Price: Open Price
Alcohol Content: 40%
Volume: 750ml
Selvaray Chocolate Rum
This full-bodied rum, aged for five years, is infused with natural chocolate to bring out its inherent flavor. It features flavors of chocolate and espresso beans, with a sweet toffee-like aroma and a rounded mouthfeel created by baking spices. This velvety-smooth, aged chocolate rum creates a sophisticated spirit that can be enjoyed on the rocks or as a base for a coffee cocktail.
Price: Open Price
Alcohol Content: 35%
Volume: 750ml
Stores
Selvaray White Rum and Chocolate Rum are available on Amazon.co.jp and at AEON Group's liquor specialty store, AEON Liquor (some stores excluded). We plan to gradually expand the number of stores that carry our products.
Characteristics
Single Estate
Selvaray manages every step of the rum production process. All processes, including sugarcane cultivation, pressing of the juice, fermentation, distillation, aging, blending, and bottling, are carried out within the Selvaray distillery facilities.
Sugarcane
The sugarcane used to make Selvaray is grown in Panama, located directly on the equator. Panama's extremely hot climate, with temperatures higher than those of neighboring Central American countries, naturally eliminates pests that plague sugarcane fields elsewhere. Therefore, no chemicals or pesticides are used.
Harvesting
Harvesting, an often-overlooked step in rum production, is done by hand. The juice is boiled immediately after harvest to produce Grade A molasses, the base of rum.
Craft
Fermentation is carried out using a proprietary yeast extracted from wild pineapple. Distilled in a 1922 antique copper column still, it imparts a unique softness. We source barrels from some of the world's most esteemed bourbon cooperatives for rum aging.
Blending
Don Francisco Pancho Fernandez (commonly known as Don Pancho) worked on a sugarcane plantation in Cuba, but his extraordinary sense of smell, or "golden nose," caught the attention of the rum maker, Havana Club, and he began working there. He rose to the position of rum master, a position he had built up over 35 years in Cuba, and left to travel to Panama. He then established his own distillery in the Panamanian jungle and currently crafts high-quality rums as SelvaRey's master blender.
SelvaRey Official YouTube Channel
Bruno Mars | SelvaRey Rum Dancing Juice
Recipe videos for Dancing Juice and other content are available on the official SelvaRey YouTube site.
YouTube. https://www.youtube.com/c/selvareyrum
Official website. https://selvarey.comInstagram. https://www.instagram.com/selvareyrum/
Facebook. https://www.facebook.com/selvareyrum
Twitter. https://twitter.com/selvareyrum
Customer inquiries
Koto Corporation Co., Ltd.
TEL. 0798-71-0030
Click here for company press release details
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