Bottle Nexus will serve as the e-commerce partner for Three Hearts Rum, the new premium rum venture co-founded by Johnny Depp and longtime friend Bobby DeLeon, powering the brand’s direct-to-consumer strategy from initial presale through its official U.S. launch.
Ahead of the rum’s official release, Bottle Nexus supported the brand’s presale program, managing compliant transactions, age verification, and fulfillment infrastructure to handle early demand and build momentum leading into launch. With the rum now officially available, Bottle Nexus continues to provide the technology and operational backbone enabling seamless purchasing and nationwide access.
As premium spirits brands increasingly launch through digital-first, limited-release models, the ability to convert interest into purchase—while navigating a complex regulatory landscape—has become critical. Bottle Nexus addresses this by centralizing the full e-commerce journey, allowing brands to scale efficiently without compromising compliance.
“E-commerce is increasingly central to how spirits brands launch and grow, especially when there’s strong demand ahead of the release,” said Jeen Filz, COO at Bottle Nexus. “From presale through ongoing sales, we handle the full transaction flow—compliant checkout, age verification, and fulfillment—so brands like Three Hearts can focus on building cultural relevance and consumer connection.”
Three Hearts Rum enters the market as a luxury, Caribbean-inspired expression rooted in craftsmanship and storytelling, with strong early traction driven by its presale phase. Through its partnership with Bottle Nexus, the brand is positioned to meet national demand with a frictionless, compliant buying experience.
“From day one, we’ve been intentional about every detail — from the liquid to the bottle. Bottle Nexus helped us bring that vision to life at scale, allowing us to connect directly with consumers from presale through launch,” says Robert DeLeon, Co-Founder & CEO of Three Hearts Rum.
The collaboration reflects a broader shift across the spirits industry, where direct-to-consumer infrastructure plays an increasingly central role in how premium and emerging brands launch, scale, and engage with modern consumers.