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Company type | Private |
---|---|
Industry | Distilled beverages, imports |
Founded | Los Angeles, CA (Origin: Pesé, Panama) |
Key people | Seth Gold, Marc Gold, Robert Herzig, Bruno Mars |
Products | Rum |
Website | www.selvarey.com |
SelvaRey Rum is a premium U.S.-based rum brand, co-owned by Bruno Mars, [1] whose aged, single estate White, Chocolate, Coconut, and Owner's Reserve Rums are distilled in Pesé, Panama, by Master Blender Francisco 'Don Pancho' Fernandez in antique copper column stills. [2]
Pronounced Sel-Vuh-Ray, the brand name translates loosely from Spanish to 'King of the Jungle,' a nod to 'Don Pancho' Fernandez carving his distillery and sugarcane fields out of the Panamanian wilderness.
Mars created the brand's package and concept, Tropical Luxury Wherever You Are. [3] [4]
SelvaRey is currently distributed in the United States, Japan, and Greater China. [5]
94 Points - The Tasting Panel - SelvaRey White Rum
Double Gold Medal - The Fifty Best - SelvaRey White Rum
95 Points - The Tasting Panel - SelvaRey Chocolate Rum
Chairman's Trophy, Ultimate Spirits Challenge - SelvaRey Chocolate Rum [12]
RumXP Gold Award, Miami Rum Festival - SelvaRey Chocolate Rum [13]
2021 L.A. Spirits Awards - Gold medal - SelvaRey Coconut Rum, SelvaRey Owner's Reserve Rum [14]
94 Points - Cigar & Spirits - SelvaRey Coconut Rum
Double Gold, 94 Points - Best Tasting Spirits - SelvaRey Coconut Rum
A+++ - Good Spirits News - SelvaRey Owner’s Reserve
SelvaRey Owner's Reserve sold out in less than two hours upon its initial release on ReserveBar. [11]
SelvaRey Owner's Reserve made an appearance in the music video for Silk Sonic's Leave the Door Open.
R&B duo Bruno Mars and Anderson .Paak (aka Silk Sonic)–along with Grammy Award-winning singer-songwriter James Fauntleroy–launched the new SelvaRey Coconut Rum campaign in summer 2021 by releasing the jingle Tropical Luxury Wherever You Are on YouTube. [15] Directed by Mars, the jingle's video has amassed four million views. [16]
Jay Chou, considered the 'King of Asian Pop,' was officially announced as a partner in SelvaRey in late 2020. [17]
In 2023, Mars promoted the brand with the SelvaRey Rum Bar, a pop-up bar at the Fairmont Orchid in Hawaii, in which he mixed the guests' drinks himself and performed alongside a live salsa band. He stated that the bar was inspired by his experiences performing in Oahu as a child, in which everyone in the audience usually had "a beautiful cocktail in their hand." [18]
![]() | |
Company type | Private |
---|---|
Industry | Distilled beverages, imports |
Founded | Los Angeles, CA (Origin: Pesé, Panama) |
Key people | Seth Gold, Marc Gold, Robert Herzig, Bruno Mars |
Products | Rum |
Website | www.selvarey.com |
SelvaRey Rum is a premium U.S.-based rum brand, co-owned by Bruno Mars, [1] whose aged, single estate White, Chocolate, Coconut, and Owner's Reserve Rums are distilled in Pesé, Panama, by Master Blender Francisco 'Don Pancho' Fernandez in antique copper column stills. [2]
Pronounced Sel-Vuh-Ray, the brand name translates loosely from Spanish to 'King of the Jungle,' a nod to 'Don Pancho' Fernandez carving his distillery and sugarcane fields out of the Panamanian wilderness.
Mars created the brand's package and concept, Tropical Luxury Wherever You Are. [3] [4]
SelvaRey is currently distributed in the United States, Japan, and Greater China. [5]
94 Points - The Tasting Panel - SelvaRey White Rum
Double Gold Medal - The Fifty Best - SelvaRey White Rum
95 Points - The Tasting Panel - SelvaRey Chocolate Rum
Chairman's Trophy, Ultimate Spirits Challenge - SelvaRey Chocolate Rum [12]
RumXP Gold Award, Miami Rum Festival - SelvaRey Chocolate Rum [13]
2021 L.A. Spirits Awards - Gold medal - SelvaRey Coconut Rum, SelvaRey Owner's Reserve Rum [14]
94 Points - Cigar & Spirits - SelvaRey Coconut Rum
Double Gold, 94 Points - Best Tasting Spirits - SelvaRey Coconut Rum
A+++ - Good Spirits News - SelvaRey Owner’s Reserve
SelvaRey Owner's Reserve sold out in less than two hours upon its initial release on ReserveBar. [11]
SelvaRey Owner's Reserve made an appearance in the music video for Silk Sonic's Leave the Door Open.
R&B duo Bruno Mars and Anderson .Paak (aka Silk Sonic)–along with Grammy Award-winning singer-songwriter James Fauntleroy–launched the new SelvaRey Coconut Rum campaign in summer 2021 by releasing the jingle Tropical Luxury Wherever You Are on YouTube. [15] Directed by Mars, the jingle's video has amassed four million views. [16]
Jay Chou, considered the 'King of Asian Pop,' was officially announced as a partner in SelvaRey in late 2020. [17]
In 2023, Mars promoted the brand with the SelvaRey Rum Bar, a pop-up bar at the Fairmont Orchid in Hawaii, in which he mixed the guests' drinks himself and performed alongside a live salsa band. He stated that the bar was inspired by his experiences performing in Oahu as a child, in which everyone in the audience usually had "a beautiful cocktail in their hand." [18]