The Rolling Stones Revamp Crossfire Hurricane for a Global Audience
Last Updated on April 13, 2026 by Maythe Monoche
English rock legends The Rolling Stones originally introduced their spirit in late 2023, but the brand recently underwent a total transformation. Kite Drinks, a London-based beverage builder, now manages the project and shifted the strategy to create a 100% Jamaican identity. Alexei Rosin, co-founder of Kite Drinks, told The Spirits Business that the team “went back to the drawing board” to rebuild Crossfire Hurricane as a brand with deep cultural meaning rather than just another piece of band merchandise.
Pure Jamaican Heritage in Crossfire Hurricane
To ensure the liquid met the highest industry standards, the band collaborated with Global Rum Ambassador Ian Burrell. Alongside liquid formulator Cairbry Hill, Burrell sourced blends from four of Jamaica’s most legendary distilleries: Hampden Estate, Long Pond, Worthy Park, and Clarendon. Consequently, the new Crossfire Hurricane contains zero added sugar, deriving its natural sweetness from tropical fruit fermentation. Burrell emphasized that the goal was to create a blend that truly reflects the island’s high-ester character and bold identity.
Two Distinct Expressions
The brand debuts with two core products, both bottled at 40% ABV. The “Gold” expression offers a versatile profile with notes of pineapple and butterscotch, designed specifically for high-end cocktails. Meanwhile, the “Reserve” version provides a more complex experience by incorporating older pot-still rums. Vincent Gillet of Kite Drinks noted to The Spirits Business that this range allows Crossfire Hurricane to appeal to both rum enthusiasts and traditional Bourbon drinkers looking for a new “brown spirit” experience.
Positioning Crossfire Hurricane in the Super-Premium Market
The team has strategically priced the bottles between £35 and £45 to sit within the growing super-premium segment. Rosin believes this “sweet spot” allows the brand to remain accessible while competing with high-end whiskies and Tequilas. Furthermore, the band released a statement expressing their delight in sharing their 50-year “cultural bond” with Jamaica through Crossfire Hurricane, viewing the venture as a new way to connect with fans across generations.
Meaning Over Visibility
Kite Drinks emphasizes that this is a cultural brand, not a typical celebrity endorsement. Vincent Gillet explained that while frontman Mick Jagger and guitarist Keith Richards will share personal archives from their time recording in Kingston, Ian Burrell will handle the technical discussions regarding the liquid. This approach ensures that Crossfire Hurricane maintains its “liquid credentials” and scientific foundation.
Global Expansion Plans
The brand’s rollout begins in the US, UK, and key European markets like France and Germany. By the end of 2026, Kite Drinks intends to expand distribution to 20 markets, including Italy, Spain, and Canada. As the brand grows, fans can find Crossfire Hurricane on major retail shelves and via direct-to-consumer channels.
A Foundation for the Future
Supported by Universal Music Group, this relaunch marks the first of several planned projects for Kite Drinks. Ali Grace Marquart of UMG stated that the project builds on the band’s enduring legacy with a “clear vision for global growth.” With its iconic tongue-and-lips logo and refined liquid, Crossfire Hurricane enters the market as a significant player in the modern rum revolution.
Source of information
The Spirits Business Article — The Rolling Stones relaunches Crossfire Hurricane Rum, written by Rupert Hohwieler
The image of the article is courtesy of © Getty Images via Canva.com
