Kraken Launches Rum That Benefits Project AWARE
There’s nothing like a good rum punch after a relaxing day of diving, and now, thanks to Kraken’s newest partnership with Project AWARE, divers can kick back with a bottle that benefits the sea.
The rum company’s U.K. arm recently released a limited-edition black spiced rum—Unknown Deep—and is donating £1 from every bottle sold to Project AWARE, a nonprofit that encourages divers to pick up ocean trash while diving.
“Marine debris is a complex and vast issue to tackle. Partnerships, along with a groundswell of community support, are two critical ingredients necessary to drive change,” Danna Moore, Project AWARE’s global operations director, said in a statement. “Kraken Rum has a rich history of supporting marine life, so we’re proud to join forces to raise funds and awareness for the plight of our ocean and its wildlife.”
Kraken collaborated with competitive freediver Beci Ryan to announce the UK-exclusive label. During a “Dive Thru,” Ryan dived to the bottom of the National Diving and Activity Centre (NDAC) in Chepstow, Wales, to retrieve sunken bottles of Unknown Deep.
“Delighted and proud to be involved with this fantastical and fun project by Kraken Rum, made even better because of the important conservation message and partnership with Project AWARE,” Ryan said in a social media post.
Lucky rum fans were able to enter a contest win one of the bottles pulled up by Ryan, plus a Kraken-inspired dry bag and a bounty of gold coins, as part of the release.
The special-edition rum is only sold in the UK at this time. Kraken says it is the first in a new series of deep-sea inspired limited-run labels that are “steeped in sea lore and themed around the story of a brave crew that discovered the Kraken’s treasure while on an ambitious deep-sea dive expedition."
