Society, one of China’s leading spirits importers, is expanding its rum selection, forging a new partnership with Black Tears Rum, Cuba’s first and only Dry Spiced Rum.

Black Tears, the first release from The Island Rum Company, is crafted with a dry Cuban rum of unparalleled quality and infused with spices native to the island — coffee, cacao, and aji dulce. With a seductive, mysterious flavour, its low-sugar, dry and bittersweet character makes Black Tears completely unique within the spiced rum category.

As the Chinese importer of Black Tears, Cuba's first spice rum brand, we are honoured to announce that the long-awaited Black Tears Cuban Spice rum will officially enter the Chinese market in August this year.

As the brand's founder, Ms. Adele Robberstad, describes it, "Black Tears is more than just a drink, it's a key to the depths of people's hearts, where people can sing freely, show themselves, and share the different experiences of the bottle with family and friends that are full of North American exoticism!"

～ Society Team

Thanks to its complex flavour, Black Tears mixes beautifully in long drinks and cocktails, and as such, will be targeted primarily towards China’s vibrant bar and restaurant scene in cities like Shanghai, Beijing and Guangzhou. Black Tears adds intricacy and intrigue to traditional rum drinks, and serves as a beguiling foundation for more daring inventions.

“We couldn’t be more excited to be launching with Society in China,” says Adele Robberstad, CEO of The Island Rum Company. “As Black Tears is all about self-expression we want bartenders and consumers alike in China to express themselves with Black Tears. We can’t wait to taste the amazing drinks they come up with!”

50ml Black Tears
150ml Tonic
Garnish: Orange slice & habanero pepper

Capitalizing on the first mover’s advantage, Black Tears will take the lead in education around Cuban Dry Spiced Rum to On Trade players with a tailor made program to get in front of bartenders, showcasing the signature Black Tears serve, Tears’n’Tonic, a refreshing long drink for every occasion.

In addition, Black Tears will work closely with Society to develop cocktails and other signature serves that will broaden Black Tears’ appeal across China.

The story of Black Tears is rooted in Cuban music, specifically a song about love and loss called Lagrimas Negras, which means Black Tears. According to local legend, a young woman sobbed Black Tears of Sorrow into a vat of rum, giving it an otherworldly taste.

Partnering with local influencers who share the Black Tears philosophy and can bring the brand to life in ways that will resonate with Chinese consumers will be a key element of the long-term brand strategy for China.

Key to building momentum in bars will be the ‘Liquid to Lips’ campaign, particularly focused across high energy bars with table service. A bottle of Black Tears, a set of shot glasses, a shaker and garnishes will be delivered to tables for guests to self-pour and “express themselves“ with.

To engage with consumers and extend the brand’s reach to newcomers, Black Tears will also look into developing a phone camera filter for consumers to “express themselves” on digital. This unique approach will allow for organic and highly shareable activity across WeChat and Douyin.

An official brand launch, combining all the key elements of the brand, highlighting particularly its roots in modern Cuban culture, will take place later in the year.

“We are thrilled to launch Black Tears Rum in partnership with Society in China,” says Manuel Arce, Spirits Director at Nimbility. “Black Tears Rum will bring an exciting category to the Chinese spirits market, the first Cuban Dry Spiced Rum, and we are looking forward to working with the Society team to build the brand across the country. Black Tears Rum is unique as both a product and a brand, where tradition, urban culture, tattoos artists and music are blended into an experience beyond anyone’s expectations. China get ready for the Black Tears Rum to flow!”

Please contact Miki. Lee at 13585958167 for more information about buying Black Tears Rum in China.

For more information about Black Tears Rum across Asia please contact info@nimbilityasia.com

Black Tears Rum Launches with Society in China