KOHALA, Hawaiʻi--(BUSINESS WIRE)--May 18, 2026--
While the broader spirits market contracts, Kuleana Rum Works, the award-winning, Hawaiʻi-based distillery leading the additive-free rum movement, is growing at a pace that demands national infrastructure. The Company today announced a strategic partnership with Craft & Art Wine and Spirits, naming the firm as its sales and route-to-market partner for U.S. mainland expansion.
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The momentum behind Kuleana Rum Works is not a trend story — it is a proof point. Nielsen data shows a 93.1% surge in 52-week dollar sales and 100% year-to-date growth, with shelf velocity that outpaces category trends at the Super Premium and Ultra tiers. Consumers are voting with their wallets for transparency and natural flavor, and Kuleana Rum Works is the brand they are finding.
Kuleana Rum Works’ additive-free philosophy begins at the source — fresh kō, heirloom Hawaiian sugarcane grown on its regenerative Kohala farm. Where most of the industry relies on additives to achieve flavor and consistency, Kuleana Rum Works takes a radically different approach: distilling natural character directly from an exceptionally rare material. It is not the easy path, but it produces something the industry cannot replicate with a formula.
“We’ve been leading what we call ‘Rum Revolution 2.0,’ proving that consumers are hungry for transparency and exceptional, natural flavor,” said Steve Jefferson, Founder and CEO of Kuleana Rum Works. “Our portfolio is built to power an entire cocktail program, limited only by your imagination. Partnering with Craft & Art gives us the national sales infrastructure to meet a demand that is already here.”
“Kuleana Rum Works isn’t just making rum — they are redefining the category with their commitment to fresh heirloom Hawaiian sugarcane juice and an uncompromising additive-free philosophy,” said Kevin Fennessey, CEO of Craft & Art Wine and Spirits. “Rum is at an inflection point, and Kuleana Rum Works is on the right side of it. We don’t take on brands — we take on stories we believe in. The consumer pull we are already seeing behind this portfolio made the decision easy. Our job now is to make sure every customer and consumer in the country has access to it.”
“The numbers tell you something is working. This partnership tells you we are serious about scaling it,” added Matt Mitchell-Hardt, Chief Sales Officer at Kuleana Rum Works. “Craft & Art gives us the ground game to convert momentum into market presence — account by account, market by market.”
That portfolio spans the full range of what additive-free rum can do: Huihui®, built for cocktails, earned 94 points and Wine Enthusiast’s Best Buy designation in 2025; Nanea®, a 95-point Wine Enthusiast Top 100 Spirit of 2025, brings depth and versatility to any back bar; Hawaiian Rum Agricole®, the brand’s flagship estate expression made from fresh kō, is among the rarest rums in the world; and Hōkūlei®, a blend of seven rums aged up to 18 years, rivals the world’s finest sipping spirits. Our breadth is by design: a comprehensive, additive-free collection built to anchor any professional cocktail program or elevated home bar.
About Kuleana Rum Works
Founded on the island of Hawaiʻi in 2013, Kuleana Rum Works crafts award-winning, additive-free rums from fresh kō (heirloom Hawaiian sugarcane) grown on its regenerative Kohala farm. Committed to the highest standards of quality, the brand distills its signature Hawaiian Rum Agricole® without the use of added sweeteners, colors, or flavors. Now available in 19 states and Japan, Kuleana Rum Works champions excellence, transparency and community stewardship in its mission to elevate rum as a world-class spirit. Visit kuleanarum.com to learn more.
About Craft & Art Wine and Spirits
Craft & Art Wine and Spirits is a premier sales and operations company founded to help emerging and high-growth beverage brands achieve national scale. Led by CEO Kevin Fennessey, the company provides its partners with a seasoned commercial team, operational support, trade marketing, and a robust distribution network across the United States. Craft & Art brings professional execution to complex, regulated markets, turning standout beverage brands into national names. For more information, visit craftandartws.com.
Loading fresh-cut kō (heirloom Hawaiian sugarcane) to make Hawaiian Rum Agricole, one of the highest rated rums in the word and always additive free. Kuleana Rum Works Farm at 'Upolu Point, Hawai'i
