Johnny Depp is launching a new venture into the spirits market with the debut of Three Hearts Rum, a brand that reflects his deep ties to the Caribbean. This rum has been a long time coming, developed over several years, and is set to retail for $69.99, with initial sales occurring exclusively online at ThreeHearts.com.

Depp’s co-founder, Bobby DeLeon, stated that they began seriously considering entering the rum market in 2021. They took their time to assemble a team, secure funding, and select the right aged rum from a distillery. Depp expressed his emotional connection to the Caribbean, stating, "The Caribbean is a deeply meaningful presence in my life… when something means that much to you, you don’t rush it."

The rum is produced in the Dominican Republic, aged for seven years, and features a flavor profile described as sticky toffee with notes of wood, spices, candied orange, and vanilla. The production emphasizes traditional rum-making practices, avoiding modern gimmicks in favor of honoring the craft and its heritage.

Depp has thoroughly engaged in the creation process, including the design of the bottle which incorporates personal symbols like his tattoos and a custom flag to adorn his private island in the Bahamas. The bottle also features the motto “No Fear. No Malice. No Envy” at its base.

While many celebrities have ventured successfully into tequila and whiskey, rum has garnered less celebrity attention, despite the category generating $2.1 billion in the U.S. The recent sales decline in rum could pose challenges for Three Hearts Rum; however, DeLeon remains optimistic about the brand’s potential to appeal to fans of other spirits.

Depp and DeLeon also have plans to launch future products highlighting different rum-making regions across the Caribbean, aiming to diversify and expand their brand’s presence in the market.