Kiss brings spirits range to US

by Kate Malczewski

American rock band Kiss has launched Drink It Up, a range of rums and gin, in the US.

Last year, Kiss premiered its first expression, Black Diamond Rum, in Europe, Japan and Australia. The brand reported sales of more than 100,000 bottles. For the US rollout, several other expressions have joined Black Diamond Rum in the Drink It Up portfolio: Detroit Rock Dark Rum, a blend of Dominican rums aged between eight and 15 years, named in tribute to the song Detroit Rock City; Monstrum Dark Rum, an ultra-premium bottling aged more than 14 years; and Distilled Cold Gin, distilled five times with juniper, citrus and herbs. “From Monstrum to Cold Gin, we wanted each spirit in the portfolio to reflect the energy of our band," said Kiss frontman Paul Stanley. "We didn’t just slap a label on and call it a day, we’re proud to say that each bottle in the Drink It Up By Kiss portfolio was carefully curated and each unique spirit has earned its name.” The range was produced in collaboration with Brands for Fans, a Swedish company that has created merchandise for bands including Slayer and Judas Priest. The Black Diamond and Detroit Rock Rums are now available to purchase in 25 US states at www.drinkitupbykiss.com for US$44.99 and US$54.99 respectively. Monstrum Dark Rum and Distilled Cold Gin will be available 'soon'.