ROSEAU, Dominica – In just 10 months, Bleu Magic, a bold new premium rum from Dominica, has captivated the Caribbean and beyond with its sleek branding, cultural storytelling, and meteoric social media rise—cementing itself as the fastest-growing premium rum brand in the region.
Launched in October 2024 at Dominica’s World Creole Music Festival in the exclusive Botanica VIP Lounge, Bleu Magic set out to defy expectations. The rum is inspired by the legacy of Dominica’s famed Maroon Chief Jacko and the island’s rebellious history of resistance to colonialism and slavery. Crafted at the historic Belfast Estate, a site of rum-making since the 1800s, Bleu Magic stands as both a tribute and a challenge—honouring its roots while rewriting the Caribbean rum narrative.
“Our story is rebellion in a bottle,” says Elroy Harrow, product manager of Bleu Magic. “We’re building a brand for the new generation—one that is Caribbean, is premium, and is unapologetically ours.”
Bleu Magic’s journey reads like a startup fairy tale. The brand has racked up just under 20,000 Instagram followers in just 10 months, outpacing all local competitors and closing in on regional spirit giants.
This social media growth is a likely reflection of boots-on-the-ground activations in other Caribbean islands since the start of 2025. In April, the brand touched down in Jamaica during Carnival Week and featured partnerships with globally renowned Selector Boom Boom AKA World Boom, and appearances at Boom Sundays and Uptown Mondays, solidifying Bleu Magic’s presence in Kingston, the capital city. The following month, Bleu Magic was making its debut in Saint Lucia at Gros Islet Friday Night, supported by island distributor Food Center, and with a surprise appearance by brand ambassador Ridge.
Ridge’s partnership with Bleu Magic was solidified in December 2024 when he was signed on as brand ambassador. A two-time Caribbean Music Award Bouyon Artist of the Year winner (2024 & 2025), he has become a central figure in Bleu Magic’s rise. A boundary-breaking Dominican artist, now performing internationally, Ridge embodies the brand’s mission of cultural authenticity and global ambition.
“I think Bleu Magic and Ridge is a great partnership because we have a similar mission—which is to conquer the world and promote Dominica fully,” says the artist. His rising star is helping the rum brand break into new markets; and its summer activations throughout the Caribbean has played a major role in building the brand’s footprint.
Unlike most major rum brands—many of which are pitched as “Caribbean” but owned by multinational corporations outside the region, Bleu Magic is owned and operated by a young, dynamic Caribbean team with a vision to reshape the industry from the inside out.
“This is not just rum. It’s a movement,” says Dajan Bleau, marketing manager of Bleu Magic. “We’re exporting not just a premium product, but a piece of Caribbean heritage with ambitions of turning the colonial triangle on its head, from the Caribbean to Africa to Europe.”
Ivor Nassief, owner of the historic Belfast Estate where Bleu Magic is crafted, adds: “The patience and detail their team has taken to craft the entire experience—from product to packaging—is inspiring. We look forward to seeing how far Riki and his team can take it. They have our full support.”
With distribution expanding across the region, repeat local orders from supermarkets, top bars and hotels in Dominica, and a loyal—and growing—online following, Bleu Magic is rewriting the Caribbean rum playbook.
The brand’s future is as bold as its origins: cultural impact, global expansion and reclaiming the rum space for those who’ve too long been left out of its narrative.
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