‘That’s Rich!’ - Chris Gayle unveils premium rum brand

The 'Universe Boss', Chris Gayle, is back with another massive hit - this time into the premium spirits market.

Gayle has officially launched his very own liquor line, Rich Rum, making the grand debut at his star-studded '40 Shades of Gayle' birthday bash over the weekend. The product is stamped with his iconic number 333 - a nod to his unforgettable triple century.

"What distinguishes Rich Rum from other brands, besides its premium quality and great taste, is that Rich Rum is an authentic Jamaican copper pot still rum, manufactured by a 100 per cent Jamaican-owned facility that is completely vertically integrated and does everything on site," Gayle said.

The cricket legend revealed that Jamaica would be the first to savour Rich Rum before it makes its way across the Caribbean and the rest of the globe.

"It was important to me that we launch here in Jamaica first, so my country can enjoy Rich Rum before anyone else," the cricket legend said.

Gayle said that Rich Rum will be competitively priced to compete with the market leaders in the premium rum category.

"My goal, when creating Rich Rum, was to create a premium-quality, great-tasting rum that was affordable to all. I am confident I have delivered on that," he said.

When asked what inspired him to create his own brand, his response was simple.

"I love rum and I love my country, Jamaica. Globally, Jamaican rum is considered the finest rum in the world, and I wanted to showcase the country I love and I am so proud of -- and the best-tasting rum we have to offer," he said.

For the cricket icon, the project was deeply personal.

"For years my favourite way to describe greatness has been, 'That's rich.' When thinking of a name for my rum, Rich Rum was the perfect name to describe what I wanted to offer Jamaica and the world. Rich Rum is rich in heritage, rich in tradition, and rich in taste."

Gayle insists that the rum's authenticity sets it apart.

"I was involved in every aspect of the development of Rich Rum. I would never put my name or reputation on anything unless I believed it and it is of the highest quality and taste. I am extremely proud of Rich Rum," he said.

Despite the stiff competition in the premium rum market, Gayle is confident that Rich Rum will rise above the rest.

"Rich Rum is different from our competitors. We put a lot of time and thought into every aspect of this brand," he said.

"We are a rum brand that everyone can be proud of supporting and enjoy with friends and family. Rich Rum is unique and authentic. We will win our customers through quality, consistency, and great taste," he added.