Rum Tour

This summer, 12 international journalists arrived in Jamaica with an unusual assignment: Drink rum, listen to music, eat extraordinarily well, and follow a story that began here more than half-a-century ago. They came for Crossfire Hurricane, the Jamaican rum created in celebration of the Rolling Stones’ relationship with the island. What they found, and subsequently told the world, was a much bigger story about Jamaica.

Visiting journalists at Zionites Farm, Stush in the BushMatthew Hann

As the brand’s Jamaica-based consultants, our decision was clear. If journalists were flying here to understand Crossfire Hurricane, we would give them more than a bottle. We wanted them to understand why the rum had to be Jamaican. As summer draws to a close, their stories have appeared in Rolling Stone Germany, The Independent, Time Out, Clash, Wonderland and Maxim. Whilst each writer found a different angle, one protagonist kept appearing beside the rum and The Rolling Stones: Jamaica!