Bruno Mars on how he makes Roma “mature” with his SelvaRey brand

Bruno Mars just wants to keep the party going. After collecting a string of golden gramophones for his hits, finally as Silk Sonic with Anderson. PAAC – The Grammy-winning musician aims to bring it all to life with his Roman brand, SelvaRey.

Mars (Né Peter Hernandez) is more than the star of a beverage company. He co-owns a Los Angeles-based record label launched in 2014 by brothers Seth Gold (former real estate entrepreneur) and Mark Gold (journalist turned retail and restaurant entrepreneur) and their longtime friend Robert Herzig (who ). Previously worked in business development). The “Leave the Door Open” singer also brought in other hooligans, a group from his longtime music team, to support the brand.

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“When I joined Selvare, I said to Seth, ‘Let’s start with the bottle on the shelf, and how you feel when you hold the bottle, it feels like it’s next to the other stuff on the shelf,'” said Marte. . he told her hollywood reporter In mid-May, from the green room at the Dolby Live Theater in Las Vegas to the MGM Grand, where he and Silk Sonic would soon perform on stage. “I’m looking for medallions and gold. My first idea was to put a gold medallion in the bottle! I think people want to feel good holding a bottle.

SelvaRey’s composition includes chocolate, coconut and white rum ($40 a bottle) and holder reserve ($150), each made from three- to five-year-old copper columns in Peshawar, Panama, by master blender Francisco. “Don Pancho” Fernandez. Notes of vanilla, lemon tart, citrus and pineapple make up the white rum, while the chocolate rum is drenched in caramel, cardamom and chocolate-covered coffee beans (both received the highest rating in their category from a trade magazine). . tasting panel).

Owner’s Reserve features a 15- to 25-year-old rum blend and includes tastings of baked apples, dried apricots, roasting spices and ground pears. Mars himself designed the packaging, including labels, bottles and a gift box, and created cocktail pairs for each track on Silk Sonic’s debut album.

“The bottle must reflect what is [inside] “And just the soul around him,” Mars said. “Because when I tried it on, I suddenly felt like it glowed. For me personally this is perfect after a hard day, I like to smile, listen to music or celebrate with friends. So in the case of Rome, it’s a very exciting and optimistic feeling.”

Mars isn’t the only big name behind the drink, but he’s one of the few to get into the Roman game. (Including Lil Wayne and Sam Hegar). George Clooney, Kendall Jenner and Dwayne Johnson are among those who launched tequila. Ryan Reynolds, Bob Dylan, Matthew McConaughey, Drake and Conor McGregor are all stuck in the celebrity whiskey market. Big, Kate Hudson and Channing Tatum all own vodka brands, while Jay-Z and Ludacris own cognac labels. Hollywood winemakers include Kate Hudson, Cameron Diaz, Julianne Huff and Nina Dobrev, Sarah Jessica Parker and Snoop Dogg.

According to Market Watch, SelvaRey is joining the nearly $8 billion Roman industry in the US, which has grown by 4% over the years. Probably that and its upbringing in Hawaii (“growth [there]ᲛᲔ “Understanding what Rome means to people, especially when they’re on vacation.”

That’s why fans can’t add Bruno Mars-branded guitars, Hawaiian T-shirts, dance shoes and aviator sunglasses to their collections. Philippines-based Pepsi retailer Bench, e-cigarette NJOY and music app Chromatika (later acquired by Take Lessons) are among the few brands that have received official backing from Mars.

“I’ve never done it for the simple fact that it’s none of my business. “I have to be able to stand up for anything, like singing,” explained Mars. “You released a song that doesn’t work, but I can sleep at night knowing that I I liked this song [even if] The world doesn’t like me as much as I do… the same thing happens [SelvaRey]. Whatever happens, in my opinion, it’s delicious. And everyone I gave gives the same answer.”

He continued: “[I’m proud] Let the product speak for itself. This leads us to make rum sexy and people find out about SelvaRey and drink our rum. I think many should have an education about Rome. I don’t think people mix two and two together. When you drink piña colada, mojito, mai thai, it’s all rome.

Fans can get the full SelvaRey experience when Mars returns to Sin City for his second “Evening Silk Sonic” residency at Park MGM, where On the Record nightclub will host the group’s next party. (Tickets start at $183 and are available at SeatGeek, StubHub, Ticketmaster, and Vivid Seat.) The bar’s menu includes SelvaRey-soaked cocktails like classic daiquiri, pina colada, and Dark ‘n’ Stormy (traditionally). Made with ginger beer and dark rum), which ferments.

The elegant speakeasy isn’t the only Las Vegas hotspot that updates its Rome Rack with a famous brand.

“It has just come to our attention so [Las Vegas] “The track is the same track we see across the country,” said Seth Gold. THR. “For years, the best bars, hotels and restaurants have been offering lots of high quality tequila, whiskey, gin and vodka. Many of them are now trying out SelvaRey and realizing it’s time to revamp their choice of Rome as well. Everyone asked their customers, “What kind of vodka do you want in your martini?” Or ‘What kind of tequila do you want in your margarita?’ “Now, with SelvaRey, they’re starting to offer better rum in their mojitos and piña coladas.”

Ahead of the summer holiday season, the brand has released festive music videos, with even more to come. (Mars directed last year’s short film for the company’s Coconut premiere in Rome.)

“I got 30 jingles when we talked,” joked Mars. Making a video last summer was “so much fun! These are the guys I work with on my music: all the songs on this album and the last one. They love the brand. The fact that they’re a part of it makes me really happy when we can bring music. that’s why i think [working on SelvaRey] It feels so organic and natural because after the show we’re going to drink; We go to the party and look for the tools. ”

He continued: “We are really focused on changing the narrative about Rome. Seth gave me the ball and let me run with the packaging and the look and how people must feel. I want you to feel what I feel; It’s no different than a song. The trick to writing a song is that if you dance with the writer, you’re more likely to dance with others. So it’s the same. If you really like it then you have a better chance.”

“I realized that our rum has turned so many new people into a category: they are forgetting old university memories and their all-too-familiar misconceptions about Rome,” said Brian Clem, global brand ambassador for SelvaRey. “Once in possession, it allows us to really control the process from start to finish: sugarcane, barrels, vats, refining and equipment, all with the beauty of Panama and all its natural climate and terroir. must offer. Ingredients, elements, ambience and pursuit of perfection all create an absolutely untouched soul. It is an artistic and impeccable process that cannot be ignored.”

Mars added: “I want to be a part of it; I want to be part of the fun. With my music, my performances, everything I get my hands on, there will be that level of joy and fun. That’s what I’m trying to do with SelvaRey.”

Then shop for SelvaRey, as well as the pool and beach party, from the music to the cocktail bars, to your star followers and more.

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