The sea turtle, emblem of Jamaica and Canerock

You've probably noticed: Canerock, this naturally infused rum, result of a blend of 100% Jamaican rums produced by two legendary distilleries, Long Pond and Clarendon, is immediately recognizable thanks to its iconic turtle! But why such an attachment? Simply because it's the emblematic animal of Jamaica, this tropical Caribbean island so dear to our hearts, which its inhabitants affectionately call "The Rock". Sea turtles, hummingbirds, giant butterflies, mangroves, and even Blue Mountains: the fauna and flora contribute to Jamaica's very special terroir. And it's when "nature meets culture", according to our master blender Alexandre Gabriel, that Jamaican rums express all their aromatic power.

Fundraising to finance care centers for injured turtles

That's why we thought about the best way to contribute to the preservation of these threatened animals in their familiar environment. Indeed, fishing nets, cut legs, or straws in the nostrils are all dangers that WWF Italia - through its two sea turtle recovery centers located in Molfetta in Puglia and in Naples - works to treat daily.

Thus, the Waves of Freedom operation was born in 2023. The concept is as follows: gather as many bars as possible, on a voluntary basis, and donate three euros to the WWF Marine Turtle Recovery Center in Molfetta for each bottle of Canerock purchased, as well as one euro per cocktail made with our Jamaican rum.

Bars increasingly involved thanks to Canerock

This first edition, which took place from June to September, saw the participation of ten bars across Italy, allowing the collection of 1000 euros. At the end of this period, each establishment was able to invite one or two members of its team to attend the release of turtles back into the sea, after appropriate care. As a sign of the enthusiasm generated by this Waves of Freedom operation, many bars have expressed their desire to get involved this year. Even better, this solidarity movement should soon extend to new countries, such as Spain and Portugal, which also host sea turtle protection centers.

To celebrate the start of the second edition, a big party was organized on June 16th, World Sea Turtle Day, on the beach of Molfetta. The event included animations on the theme of coastal rescue, sports activities, and, most importantly, the release of three new turtles into their natural element.

This beautiful moment of sharing was complemented by a tasting of Canerock, whose funky profile typical of Jamaican rums harmoniously blends with the sweetness of vanilla, the richness of coconut, and the exoticism of wild ginger, all natural, infused in our rum.