The taste of the rum is rich, with spicy notes of vanilla, cloves, and subtle hints of cinnamon. The aroma of the rum is filled with pleasant tones of spices, among which the notes of vanilla dominate. The brand "Kraken" is owned by Proximo Spirits, a corporation that brings together several world-renowned premium alcohol brands, including "1800 Tequila," "Three Olives Vodka," and "Boodles British Gin." The company was established by the Mexican Beckmann family in 2007. Its main office is located in the American town of New Jersey. Proximo Spirits is one of the leaders in innovative marketing. The company has agreements signed in different years with the "Los Angeles Lakers" (2009) and the "New York Knicks" (2010). Celebrities such as Clive Owen, Kiefer Sutherland, rapper Rick Ross, and others have appeared in Proximo Spirits' advertising campaigns.