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Selvarey, which meansKing of the Jungle

Bruno Mars is a co-founder and co-owner of Selvarey; Seth described him as the company’s creative director. “He was very involved with the designing of the label. He’s the one who came up with the name.”

Bruno is from Hawaii. His dad is from Puerto Rico and his mom is from the Philippines. They’re both big rum countries. Bruno has been enjoying rum his whole adult life.”

With fame came discernment, Seth said. “Bruno was getting more successful but still drinking not the highest quality stuff. He was coming to the same conclusion as we were: There’s got to be something more sophisticated out there, something to graduate to.”

Will Bruno Mars be singing Selvarey’s praises anytime soon?

“We’re really trying to avoid that kind of celebrity endorsement,” Seth said. “You’re not going to see any cardboard cutouts of Bruno with a bottle in his hand. We’ve done some backstage tastings at his concerts, but that’s about it so far. Some people think of celebrity-endorsed liquor as gimmicky and just bad.”


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