RUM, PAGE ONE.

Introducing SOIRÉ Blanco. Available now. Pre-orders live across 48 states.

There’s a reason most people can’t name five rum brands.
It’s not because the liquid lacks quality. It’s because the category never claimed its place in modern culture. Not seriously. Not with any lasting presence.

Rum has either been loud or lazy. Sugar-laced or overaged. Buried in party aesthetics or forced heritage. For years, it’s existed behind louder spirits. The ones that learned how to perform.

But performance doesn’t equal quality.
And taste, as we know, lives beyond the label.

SOIRÉ Blanco isn’t here to compete on gimmicks. It’s here to quietly raise the bar.
We made it for the ones who care what they drink.
Who see design as language.
Who don’t need a spirits education to know when something feels different.

THE DROP

Today marks the official launch of SOIRÉ Blanco - a crystal-clear, charcoal-filtered blend of aged and unaged rums, sourced from the Caribbean and finished in Florida. It’s now available for pre-order through our DTC partner, Accelpay, shipping across 48 states.

We’re offering 15% off the first 500 bottles, then returning to full MSRP for good.
No recurring discounts. No promotions. The price is the price - because the product holds.

This isn’t mass distribution. It’s a controlled introduction.
An invitation to participate. Not just to buy.

BEHIND THE BLEND

We worked with E&A Scheer, the world’s most respected rum house, to develop the blend. If you know the category, you already understand the weight that name carries. If you don’t, you’ll taste it.

The composition is simple on paper but layered in profile.
Two parts aged rum, matured up to 5 years in ex-bourbon barrels.
One part unaged column-still for brightness.
No sugar. No additives. Nothing synthetic.

The clarity doesn’t come from lack of depth - it comes from restraint.
It’s a rum made for sipping, mixing, or posting without explanation.

No need for a “made with love” backstory.
Just a sharp bottle, filled with the right decisions.

DESIGN THAT DOESN’T ASK

We’ve seen how most bottles compete: textured glass, loud corks, forced nostalgia.
SOIRÉ doesn't enter like that. It’s tall, minimal, unapologetically modern. The kind of bottle that feels more like an object. Built to stand on the back bar, the dinner table, or a pedestal.

Each bottle is embedded with a discreet NFC chip, sealed into the base.
Tap your phone, verify the batch, access content, and stay connected to future releases. No stickers, no surface branding - just form that leads to function.

It's the first of its kind in U.S. rum. And most won’t even notice - which is how we like it.

ROLLING OUT ON OUR OWN TERMS

We’re not flooding shelves. That’s never been the model.
We’re building presence city by city, moment by moment - starting with Miami this August, followed by curated soft launch activations through the fall.

These are small gatherings. Select invites.
No press walls, no influencer kits.
Just rooms filled with people who move taste forward.

If you're already a customer or hold a Club SOIRÉ pass, expect a message soon.

WHAT WE'RE REALLY BUILDING

SOIRÉ isn’t just a rum brand. It’s a signal of what’s possible when spirits meet intention.
It’s rooted in quality, distributed through culture, and designed to be passed between people who get it. Not everyone will. That’s the point.

The release of Blanco is just the first chapter.
There’s more to come - limited blends, collaborations, IRL spaces, new expressions… but all of it follows the same philosophy.

Build slow.
Show up well.
Let the product carry the weight.

We built this for the people we wanted to drink with.
If you’re reading this, you’re probably one of them.

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