Opportunity
Authentic Jamaican rum from a UFC champion
UFC champion Aljamain Sterling wanted to honor his Jamaican lineage. A longtime lover of Caribbean culture and spirits, he aimed to delight the taste buds of discerning consumers. The result is Funk Harbor Rum, authentic Jamaican rum created with no additives or artificial ingredients.
The brand focuses on authentic production: its rums are fermented, distilled, and aged using traditional methods, where prestigious Jamaican distilleries employ their expertise in white (silver) and aged dark rum products.
So far, it’s working: Funk Harbor’s Aged Dark Rum won the 2025 Wine & Spirits Wholesalers of America (WSWA) gold medal for Best Dark/Gold Rum.


The Founder
History-making UFC champion and ambitious entrepreneur
Aljamain Sterling is an American professional mixed martial artist born to Jamaican immigrant parents. Widely known by his nickname “Funk Master,” Sterling is a former UFC Bantamweight Champion who currently competes in the UFC Featherweight division, recognized for his dynamic, unorthodox wrestling style and charismatic personality.
Sterling’s title win at UFC 259 made history. Off the octagon, Sterling launched Funk Harbor Rum in 2025, leveraging his fame and heritage to create a premium spirits brand distilled in Jamaica.
Highly active on social media with over 728,000 Instagram followers, Sterling frequently promotes both his fighting career and entrepreneurial ventures, including real estate and ambassadors for clothing, automotive, and energy drink brands.

The Industry
A growth industry tied to Caribbean identity and culture
The global rum market is projected to grow to over $19 billion by 2029. Explosive growth in premium rum segments is helping fuel this surge thanks to increasing demand for small-batch, aged, and craft rums outpacing more traditional value and volume players.
Originating in the Caribbean, authentic rum brands leverage their rich heritage by using origin, production stories, and cultural associations to build loyalty, justify premium pricing, and differentiate within a crowded spirits marketplace.
Innovation in flavors, cask finishes, and healthier options, alongside creative marketing and event partnerships, continues to unlock new consumer segments and retail channels.

Marketing edge
Building on Aljamain Sterling’s brand
Aljamain Sterling has built a social media following over 728,000 followers on Instagram by sharing stories from his life, professional fighting, podcasting, and now, Funk Harbor Rum. He leverages all his career pursuits in his latest project: producing quality Jamaican rum.


