Music & Rum – Jamie Duff

The Clash (minus one) in NYC

Recently, Roger and I were looking back at early one-pager ideas from a few years ago when we were planning our new rum company. Music came through as a big part of our rum brand to be. This was always our thinking given both of our lives have been shaped by music in many ways, but it’s hard to describe exactly how music has influenced the personality of STOLEN Rum.

If you have ever listened to Gimme Shelter by the Rolling Stones, with Merry Clayton screaming apocolyptic warnings; London Calling by the Clash and The Velvet Underground’s anxious Waiting for the Man you’ll get flavours of swagger; there’s ramshackle; there’s darkness and isolation and there is triumph.

The Rolling Stones in Hyde Park, 1969

This is kind of an insight into the emotional blueprint of STOLEN Rum.

Just as a brand manifesto will provide communication guidelines, and a brand identity kit design guidelines, my favourite music has acted as an emotional barometer for the STOLEN Rum energy. I guess it’s used it as an inspiration.

The Velvet Underground

However when one thinks of rum and the music that might be its soul, one probably thinks of reggae and ska; perhaps the dreadlocked king Bob Marley and images of coconut trees and sandy beaches. This is what Coruba has channeled for years. However, for me, this kind of feeling doesn’t fit what rum is and can be. It doesn’t convey the romanticism, the richness, the lawlessness and the outsider status and struggle that rum has been. The streets of New York City, Mick Jagger and South London are, for me, more real. Sure, the Caribbean plays a part but it’s not the only part. Maybe it’s because rum isn’t confined to Jamaica; maybe its because rum embodies so many different facets of life; maybe I’m off the mark completely.

Mick Jagger listens to Keith Richards playing guitar at Nellcote in 1971

It’s a hard thing to explain. It’s a ‘taste like it smells’ thing. Like when Roses chocolates had (and probably still do) a rose chocolate in the tray. You kind of know that you are eating rose flavoured chocolate, even though you’ve never eaten a rose. But you’re pretty sure it feels like it’s on the money. Some things just feel right.

Words by Jamie Duff