We are launching a new limited bottling of our award-winning Premium Golden Rum and Navy Strength Rum to celebrate King Charles III’s coronation.

The official launch will be held at the Royal Over-Seas League in St James Street, London on 6th May – walking distance to Buckingham Palace – at the Foreign Press Association (FPA) press centre, which will host over 150 representatives of the world’s media.

As part of the launch festivities on May 6th, we will extend a warm welcome to the winners of our Coronation Prize Draw. The trade and consumer winners have each won a luxury weekend in London to see the Coronation, including a trip to view the crown jewels and dinner at a premium restaurant, allowing them to enjoy the atmosphere of the Coronation celebrations.

At 2:00pm, coinciding with the balcony scene following the crowning of King Charles III, we will follow the Royal Navy’s 350-year-old tradition of ‘Splicing the Mainbrace’, an official order to toast the new King. The new bottles will be opened and shared with 150 representatives of the world’s media, including the traditional toast, “The King – God Bless Him.”

In conjunction with the launch, we will present new research in collaboration with the FPA, revealing the popularity of the Monarchy as an institution and of individual members of the Royal Family. The key findings are that coverage of the UK Coronation amongst foreign media audiences is almost universally popular (81%), with 64% acknowledging an uplift in general engagement for their media outlet when covering big events concerning the Monarchy.

David Haigh, chairman of Brand Finance and co-founder of Mainbrace, commented on the upcoming launch “For 350 years, the Royal Navy celebrated victories, anniversaries and major events with the traditional toast and a tot of rum. We are following that tradition on the 6th May and we hope many of our loyal drinkers will join us with a tot of Mainbrace’’.