Pioneers of the Flavored Rum Category Introduce Cruzan® Key Lime Rum and Cruzan® Passion Fruit Rum Just In Time For Spring

Corporate and Financial News


Deerfield, Ill. (April 11, 2013) – Cruzan® Rum announces the launch of two new trend-forward flavors to join its expansive portfolio of flavored rums. Cruzan® Key Lime Rum and Cruzan® Passion Fruit Rum, now available nationally, are made with Cruzan®  Rum, with the addition of natural flavors and cane sugar to create an exceptionally smooth, refreshing and authentic-tasting spirit. 

Handcrafted by Cruzan Master Distiller Gary Nelthropp, whose family has been making rum on the island of St. Croix for generations, all Cruzan rums  are made  from tropical rainwater, high-quality molasses and distilled to be the cleanest-tasting rum on the market. Cruzan® Key Lime Rum adds the sweet and tangy taste of key lime to its blend of fine rum, while Cruzan® Passion Fruit Rum features the fresh flavor of passion fruit with peachy undertones and tropical hints of caramelized sugar. 

“Cruzan is recognized for its portfolio of high-quality rums and refreshing flavors, and we’re always looking to expand with new and unique flavors that appeal to rum lovers,” said Gary Ross, Senior Director of Rum & Cordials at Beam Inc. “Cruzan® Key Lime Rum and Cruzan® Passion Fruit Rum fill a void in the world of flavored rums by providing new, innovative, mixing options for cocktails, just in time for the warmer weather.” 

Perfect for cocktails, these new flavors are best enjoyed while embracing the Cruzan® Rum “Don’t Hurry” island mentality of taking the time to sit back, relax and savor every sip. Incredibly versatile, the new flavors mix well in easy summer drinks: Cruzan®  Key Lime Rum pairs nicely with cola while Cruzan®  Passion Fruit Rum is excellent mixed with pineapple juice. Additionally, Jesse Card, Cruzan’s Master Mixologist, created the following recipes to introduce the new flavors: 

Cruzan® Key Lime Sparkler

  • 1 ½ parts Cruzan® Key Lime Rum
  • ½ parts John DeKuyper & Sons™ O3 Premium Orange Liqueur
  • 2 dashes Bitters
  • 1 part Sparkling Wine
  • Garnish: Orange Peel Twist

Method: Combine Cruzan® Key Lime Rum, John DeKuyper & Sons™ O3 Premium Orange Liqueur and bitters over ice and stir for 20 seconds. Strain into a chilled coupe glass and add the sparkling wine. Garnish with a wide orange peel twist.

Cruzan® Passionway Daiquiri

  • 2 parts Cruzan® Passion Fruit Rum
  • ½ parts Fresh Squeezed Lime
  • ¼ parts Fresh Squeezed Grapefruit Juice
  • ¼ parts DeKuyper® Cherry Liqueur
  • ¼ parts Rich Simple Syrup (2 parts sugar, 1 part water)
  • Garnish: Thin Lime Wheel

Method: Combine all ingredients in a shaker over ice and shake vigorously for 10 seconds. Fine strain into a chilled coupe glass and garnish with a thin sliced lime wheel.

Cruzan® Key Lime Rum and Cruzan® Passion Fruit Rum is now available with a suggested retail price of $14.99 per 750ml bottle. They join the Cruzan® portfolio of rums that include of Cruzan® Aged Light Rum, Cruzan® Aged Dark Rum, Cruzan® Black Strap Rum, Cruzan® Single Barrel, Cruzan® 151 Proof Rum, Cruzan® 9 Spiced Rum and 11 other flavored rums infused with natural flavors, such as vanilla, coconut, mango and strawberry. For more information, please visit,, or like us on Facebook ( 
Cruzan® Rum, 21%-75.5% Alc./Vol. ©2013 CRUZAN International Ltd., Deerfield, IL USA

About Cruzan® Rum
Named for the people of St. Croix (Crucians), Cruzan® Rum is synonymous with the spirit of the island whose unpretentious and authentic lifestyle proves that life – like our rum – is more enjoyable when you embrace the “Don’t Hurry” and sit back, relax and take things one sip at a time. The Nelthropp family, who has called St. Croix home for eight generations and runs the distillery to this day, handcrafts each of its rums with natural ingredients and a five-column distillation process. Cruzan® also touts one of the cleanest-tasting rums in the industry – a characteristic derived from handcrafting a spirit with low levels of fusel oils, a by-product of the distillation process which, if not removed, can taint the smell and taste of the rum. 

About Beam Inc.
As one of the world’s leading premium spirits companies, Beam is Crafting the Spirits that Stir the World.  Consumers from all corners of the globe call for the company’s brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials.  Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,400 passionate associates worldwide generated 2012 sales of $2.5 billion (excluding excise taxes), volume of 38 million 9-liter equivalent cases and some of the industry’s fastest growing innovations.

Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index.  For more information on Beam, its brands, and its commitment to social responsibility, please visit and