Enrique Iglesias goes into the rum business

Enrique Iglesias has taken a business stake in a new rum company.

The Hero singer has partnered with Atlantico Rum, based in Miami, in the hopes of raising the awareness of the liquor brand.

He says: "I was introduced to Atlantico by friends in Miami, quickly became a fan, and followed its development over the last couple of years. I was recently introduced to its co-founders... and was immediately drawn to their entrepreneurial spirit and passion for developing a world-class product. I am now delighted to be a partner in this top-quality rum...

　 "Rum is a sexy category. It's all about escape: the islands, sun, sand, water, relaxation. With Atlantico Rum's quality, there's an added classic Caribbean sophistication that I really relate to."

The rum brand launched in 2008.