Trending Now: This entertainment story covers the latest buzz, reactions, and updates surrounding Trending Now: ‘Pirates Of The Caribbean’ Star Johnny Depp Places A Bet On Rum – Fans React..
Johnny Depp has long had an affinity for the Caribbean. The actor starred in five “Pirates of the Caribbean” movies released between 2003 and 2017. He even owns a private island in the Bahamas.
Now, he’s bottling up his love for the tropics with the official debut of Three Hearts Rum, which has been in development for several years and will retail for $69.99 and initially will be sold exclusively online at ThreeHearts.com.
Three Hearts Rum was several years in the making as Depp had been approached many years ago with multiple offers to enter the alcohol business, according to the brand’s co-founder Bobby DeLeon, a close friend of the actor who also works as a producer and executive at Infinitum Nihil, Depp’s film production company.
Why Depp Took His Time Entering The Rum Category
DeLeon says the idea to enter the rum category crystallized in 2021, but it took time to hire the team, find the optimal aged rum to buy from a distillery and secure outside funding to support the business.
“The Caribbean is a deeply meaningful presence in my life and I consider myself incredibly lucky to have been influenced by the richness of its culture and community,” says Depp in an email interview. “Bobby and I had been talking about this for a long time, and when something means that much to you, you don’t rush it. You wait until you can do it right.”
Three Hearts Rum is a Caribbean rum produced in the Dominican Republic and aged for seven years. The brand, which will retail for $69.99, was co-founded by actor Johnny Depp.
Courtesy of Three Hearts Rum
Depp had “everything to do with it, he knew exactly what he wanted on this bottle,” DeLeon tells me during a virtual interview. “He knew what he wanted on the label. He knew he wanted aged rum.”
DeLeon says the liquid in Three Hearts Rum’s bottle exactly matched the profile that Depp desired: sticky toffee in flavor, with aromas of wood, spices, candied orange and vanilla. The rum is made by a Dominican Republic distillery, which aged the liquid in ex-bourbon barrels for five years and then re-casked it for an additional two years in former cognac barrels.
The bottle was designed by Depp and includes several elements of symbolism from his tattoos and personal beliefs, including an image of a flag that he designed to hang over his private island in the Bahamas. There are also three hearts, which DeLeon says represent the loves of Depp’s life. At the base of the bottle, Three Hearts Rum’s motto is inscribed: “No Fear. No Malice. No Envy.”
“The bottle I designed myself, drawn from symbols that are personal to me – ones I carry and believe in,” says Depp. “The rum itself went through years of refinement. Bobby and I were present for that process, not observing it from a distance.”
A Crowded Celebrity Spirits Field — But Few In Rum
The liquor industry has attracted countless celebrity investment or endorsement deals, ranging from George Clooney’s Casamigos, Kendall Jenner’s 818, Ryan Reynolds’ Aviation Gin and Beyoncé’s SirDavis Whisky. Tequila, whiskey, vodka and gin have garnered far more attention than rum, which is outsold by all of those categories in the U.S. market (except gin).
Actor Johnny Depp designed the Three Hearts Rum bottle, incorporating symbolism from his tattoos and personal life.
Courtesy of Three Hearts Rum
Rum generates $2.1 billion in annual revenue for suppliers in the U.S., according to the trade association the Distilled Spirits Council of the United States. But the category’s sales dropped by 6.2% in 2025 from the prior year, underperforming the overall liquor industry’s 1.9% increase.
And yet, there are still a few celebrity rum brands that have garnered some attention. They include Ciera’s Ten To One, Kenny Chesney’s Blue Chair Bay and Bruno Mars’ SelvaRey.
Depp says he wasn’t too focused on establishing a new upstart brand in rum, but rather, “about documenting the craft, the generational tradition, and the people behind it. The packaging, the story, all of it points back to them. That felt more important to us than putting some modern spin on it.”
DeLeon says he and Depp envision launching future expressions that will highlight other rum-making regions across the Caribbean. And while rum’s sales have softened lately, DeLeon is a believer in the category, asserting that Three Hearts Rum can find a home in popular cocktails like the espresso martini or a Manhattan.
“We believe some people from cognac, whisky and bourbon will blend over into the category of rum,” says DeLeon. “The idea is to get someone to try it. And I think that’s what Johnny would be able to do.”