American actor Johnny Depp, known for the film "Pirates of the Caribbean," has entered the alcoholic beverage market with his own rum brand called Three Hearts.
Skull, Lightning, and Three Hearts
Three Hearts is a Caribbean rum produced in the Dominican Republic. The drink is aged for five years in bourbon barrels with the addition of Spanish oloroso sherry, and then for another two years in cognac barrels – a total of seven years, as stated on the official website of the celebrity's debut alcoholic beverage.
Sales are scheduled to start at the end of the first quarter of 2026. The rum is already available for order on the website. A 700 ml bottle costs $69.99.
The bottle design was created by Depp himself. It features a skull, symbolizing the transience of life, a lightning bolt, representing unbreakable friendship, and the number three as an embodiment of new beginnings.
Additionally, the neck of the bottle is adorned with a pendant in the shape of a bracelet, and the base is engraved with the brand's motto: "Without Fear. Without Anger. Without Envy."
Five Years from Idea to Implementation
According to co-founder of the brand Bobby DeLeon, a close friend of the actor who also works as a producer and executive director at Depp's film production company Infinitum Nihil, the Three Hearts rum has been in development for several years.
In an interview with American Forbes, DeLeon mentioned that Depp received many offers to enter the alcohol market years ago.
The idea to enter the rum market was finally solidified in 2021, but it took time to hire a team, find the optimal aged rum for procurement from the distillery, and attract external funding to support the business.
Two Billion for Rum
The alcoholic beverage market has many celebrities, but few understand rum, the publication notes. The alcohol industry has attracted a significant amount of investments and advertising contracts with celebrities, from George Clooney's Casamigos and Kendall Jenner's 818 to Ryan Reynolds' Aviation Gin and Beyoncé's SirDavis Whisky.
Tequila, whiskey, vodka, and gin have garnered much more attention than rum, which sells worse than others in the American market (except for gin).
According to the Distilled Spirits Council of the United States, rum generates $2.1 billion in annual revenue for suppliers in the U.S. However, sales in this category fell by 6.2% in 2025 compared to the previous year, which is below the overall growth of the alcohol industry at 1.9%.
