To launch The Kraken Premix, we beat the budgets of bigger dark spirits brands and brought new drinkers on board.

We set out to show that in a world obsessed with the metaverse and NFTs, The Kraken Premix is best enjoyed in the real world.

So we created an NFT collection that came with a deliciously devious decision; mint an NFT, or choose a Kraken Premix IRL for free.

It certainly made a splash, driving discussion, deliberation and dividing opinion. But the refreshing taste of The Kraken Rum surfaced as the winner.

Our results blew expectations out of the water too, reaching over 4 million people, driving 40,000 clicks and driving an 8,000% increase in interest in the brand.

The Kraken Premix, you can’t right-click-save it, but you can savour it.