Maxxium is releasing a limited edition blend of Mount Gay rum as part of a raft of activities to mark the spirit's 300th year of production.
Only 3,000 bottles ­ packaged in a glass decanter ­ will be available.
A series of competitions, including trips to the rum's Barbados home, will target multiple grocers and specialist off-licences. Consumer tastings will also be a feature of the drive, focusing on how best to serve Mount Gay.
Budding mixologists will be able to pick up cocktail booklets instore, produced specifically for the anniversary.
The price of the rum will be reduced to mark the event.