The popularity of FX’s Alien: Earth has extended to its brand collaborations in support of this Alien prequel series.
The limited edition cocktail kit that The Kraken Rum unleashed in collaboration with Cocktail Courier has almost sold out. “We sold a large portion of the kits as soon as the press release hit the wire and have since nearly sold out,” says Lander Otegui, executive vice president of marketing and innovation at Proximo Spirits. “Fan excitement is building across social media, with enthusiasts praising the immersive presentation and flavorful creativity, making the campaign’s early reception a strong win from a brand perspective.”
The near sell-out matches the popularity of the show, as Alien: Earth viewership reached 9.2 million views globally within the first six days of release. The original 1979 Alien movie had a $3.5 million opening weekend, eventually earning more than $65 million domestically and $122 million internationally, according to The Numbers. It eventually won an Oscar for visual effects and it popularized the sci-fi horror genre, spawning a total of nine movies within the franchise.
“Both The Kraken Rum and FX’s “Alien: Earth” inhabit dark, immersive worlds where mystery reigns,” Otegui says. “This synergy immediately drew us to the collaboration, giving us the opportunity to embolden Kraken’s presence in the branded-entertainment space.”
The cocktail kit, which costs $89.99, contains a 375 ml bottle of Kraken Black Spiced rum, three 50 ml bottles of Kraken Gold Spiced rum, as well as some Blue Curaçao, black sesame syrup, pineapple juice, limes, cocoa powder, edible glitter, and dehydrated pineapple and lime slices. It also contains two alien-inspired rocks glasses and two branded cocktail picks, as well as instructions to make a Xeno Drip Daiquiri that’s as black as the creature from the void and The Prodigy Corp Punch which has a surreal glow to it.
“Visually, each drink is designed to evoke a galactic, space-inspired aesthetic with unique colors and edible glitter, so every pour feels like stepping into the show’s extraterrestrial universe,” Otegui says. “The kit and the collectible elements are designed to mirror the series. It’s also packaged in a futuristic ‘containment unit’ box that hints at intrigue and collectibility.”
The rum’s namesake, the kraken, shares some similarities with aliens and extraterrestrials. “Throughout history and folklore, the Kraken has captured imaginations much like aliens, inspiring a sense of wonder and fear of the unknown,” Otegui says. “The Kraken Beast has haunted people’s imaginations for centuries, as a tentacled monster so massive that it could be mistaken for an island and feared for pulling ships into the depths.”
“That sense of the otherworldly perfectly aligns with FX’s Alien: Earth, inspiring cocktails that immerse fans in both myth and extraterrestrial intrigue,” he adds.
Otegui expects the cocktail kit could sell out soon. “We sold a large portion of the kits in under a week leading up to the premiere, and fans have been excited across social media, “ he says. “Based on this early engagement, we estimate that interest in the kits will continue to rise over the coming weeks.”