Premium rum launch from the DR
Johnny Depp's Three Hearts Rum—a 7-year-aged, double‑barreled premium spirit produced in the Dominican Republic—was announced as a new super‑premium CPG launch this week. The release highlights premiumization and celebrity-led branding trends relevant to regional beverage portfolios. (x.com)
Three Hearts was co‑founded by Johnny Depp and Hollywood executive Bobby DeLeon, with the brand launch communicated via a March 31, 2026 press release. (prnewswire.com)) The inaugural expression used a two‑stage cask program—matured five years in ex‑bourbon barrels with an Oloroso sherry influence, then recasked for two years in ex‑Cognac casks. (prnewswire.com)) The First Edition is priced at US$69.99 per 70cl bottle for online retail, with the brand reporting shipment availability to most US states but restrictions in seven states. (drinks-intel.com)) Bottle artwork and physical design were created by Depp, incorporating personal tattoo motifs such as a skull, lightning bolt and the number three, and the bottle base is engraved with the motto “No Fear. No Malice. No Envy.” (hollywoodreporter.com)) Three Hearts launched an official website with early‑access sign‑up and direct‑to‑consumer sales information, and the PR materials position the release as a super‑premium entry focused on craft storytelling. (threehearts.com)) Founders framed the project as a way to honor Caribbean rum‑making traditions and spotlight communities impacted by recent hurricanes, noting an intent to support local producers in brand messaging. (prnewswire.com))
