New Era Productions has collaborated with Rum Bar Rum to release of a limited-edition bottle of the drink to celebrate dancehall star Alkaline’s upcoming New Rules 2025 Jamaica staging, set to take place on July 5, 2025, at the Trelawny Multipurpose Stadium.

According to a press release, Rum Bar Rum has unveiled its first limited-edition bottle, marking a significant milestone in its history and highlighting its dedication to Jamaican culture. The release stated that the move reflects the company’s commitment and signifies a shift in how young adults perceive rum, helping to transform cultural attitudes and market dynamics surrounding the spirit.

“This exclusive release embodies Jamaica’s vibrant spirit, reflecting the island’s rich heritage and culture and how both brands continue to capture, energize, and strengthen the space. The limited-edition bottle will feature a unique design to offer both Rum Bar Rum consumers and Alkaline New Rules fans the opportunity to purchase the commemorative bottle,” Tamika West, Rum Bar Rum marketing manager, said.

The limited-edition bottles will be available on May 30, 2025, just in time for the Jamaica staging festivities. Collectors are encouraged to secure their bottles early, as quantities are limited. Each bottle is meticulously crafted to honour the rich flavours of Rum Bar Rum and encapsulate the essence of this remarkable event, according to the release.

“New Era Productions, through its signature event Alkaline New Rules, continues to strive for innovation and creativity, making this collaboration a perfect match. Rum Bar Rum is a 100 percent Jamaican company that, for the past decade, has impacted entertainment lovers who consume rum. New Rules has done just the same with how it has positioned itself,” New Rules organiser, Kereena Beckford, stated.

New Rule Media’s official launch event will occur on June 4, 2024. At this event, attendees can purchase the bottle, enjoy tastings, and immerse themselves in the lively atmosphere that New Rules, Rum Bar Rum and other sponsors aim to create, the release stated.

It added that Rum Bar Rum as the event’s official rum sponsor signifies that Alkaline’s New Rules is a significant event on the local circuit and globally.