The Kraken launches limited edition bottle, donates to marine conservation charity
UK dark spiced rum brand The Kraken has brought ‘the beast’ to the surface with the launch of its new ‘Unknown Deep’ bottle.
In the first of a new series of limited edition bottles that The Beast will be unleashing regularly from here onward, the aptly named ‘Unknown Deep’ is hewn in black and gold and embossed with The Beast’s own tentacles crafted up the rum’s unmistakable bottle neck.
Themed around the story of a brave crew’s deep-sea dive expedition to find the elusive Kraken and its formidable haul of treasure, ‘Unknown Deep’ is the first of a number of valuable bottles discovered by the diving team in which it was rumoured submerged to depths greater than 10,000 metres.
In addition to the new packaging, ‘Unknown Deep’ is helping to showcase The Mighty Beast’s benevolent side, so for each bottle sold, The Kraken will donate £1 to marine conservation charity, Project AWARE: Dive Against Debris.
The charity is not only a global movement for ocean protection powered by a community of adventurers, but also empowers scuba divers to remove marine debris from the seafloor and report data on the types, quantities and locations of materials collected.
Running for over 25 years, Dive Against Debris has been educating and activating recreational and professional scuba divers into citizen scientists, supporting over 170,000 conservation actions in over 182 countries and removing more than one million pieces of debris from The Kraken’s watery playground.
Danna Moore, Project AWARE’s global operations director, said: “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. 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.”
The Beast’s dedication to protecting its habitat follows last year’s partnership with Surfers Against Sewage, in which The Kraken helped to protect sea creatures by aiming to remove one million tonnes of plastic from the ocean this year.