CUPRA KIRO Joins Forces with Bumbu Rum Company ahead of London Finale
Bumbu Rum Company becomes Official Spirits Partner of CUPRA KIRO ahead of 2024/25 Formula E season finale in London
CUPRA KIRO is delighted to join forces with Sovereign Brands, the award-winning global wine and spirits company and its iconic label, Bumbu Rum Company.
For this weekend’s London E-Prix, Bumbu will feature in CUPRA KIRO’s visual identity, with branding integrated on the upper floor body of the team’s all-electric GEN3 Evo racing cars driven by Dan Ticktum and David Beckmann.
CUPRA KIRO’s collaboration with Sovereign Brands and Bumbu Rum Company brings together three culture-driven entities that are committed to challenging convention and are united by the shared ambition to shape the future through bold storytelling and disruptive energy.
By uniting with CUPRA KIRO, Bumbu Rum Company will become the American squad’s Official Spirits Partner, bringing the brand’s global appeal to the London E-Prix as the super-premium rum brand takes its first steps into elite-level motorsport.
Made in Barbados and born to disrupt, Bumbu is creating a global groundswell for premium rum. Thanks to its unapologetically bold and flavourful character, meticulous craftsmanship, and distinctive bottle design, the brand has earned a devoted global following across music, fashion, and nightlife, and from this weekend, motorsport.
Produced and marketed by Sovereign Brands, a family-owned organisation with a proven track record in building some of the world’s most dynamic and sought-after spirits, Bumbu is available in more than 100 countries.
Sovereign Brands’ growing portfolio includes powerhouse brands Luc Belaire sparkling wines, McQueen and the Violet Fog gin, Villon liqueur, and The Deacon Scotch whisky.
Jon Wilde, Commercial Director, CUPRA KIRO
“We are delighted to welcome Sovereign Brands and Bumbu to the CUPRA KIRO family. With a deep heritage in craftsmanship, a true no-nonsense approach, and a fearless commitment to innovation, Sovereign Brands and Bumbu embody exactly what we stand for as an organisation. Bumbu represents far more than a spirits brand – it represents a statement of intent and an act of individuality. I hope we can have an unforgettable first race together in London this weekend.”
Brett Berish, CEO, Sovereign Brands
“Partnering with CUPRA KIRO represents a shared passion for unconventional thinking, bold design and pushing boundaries. We’re proud to call upon Bumbu, the number-one selling super premium rum brand in the world*, to build upon CUPRA KIRO’s visual identity. Our partnership speaks to moving beyond the expected, and together, we’ll carve a new path for both of our brands, in both categories and beyond.”
*According to the 2024 IWSR Drinks Market Analysis
