Australian music legend Shannon Noll is embarking on a surprising new chapter, he’s partnered with The Great Australian Rum Co. to launch a premium small-batch spirit brand that reflects his dedication to craftsmanship and authenticity.

Unveiling the flagship expression, KING BROWN, Noll explains: “Every barrel is hand‑selected, every finish meticulously crafted. This isn’t just rum, it’s a reimagining of the category.” KING BROWN, a double-distilled rum aged in American Oak and finished across ex-Shiraz French Oak, maple syrup, bourbon, and muscat casks, recently earned Silver at the 2025 San Francisco World Spirits Awards.

The broader portfolio also includes:

Gold Rum: A blend aged in red wine and bourbon casks, with warm vanilla and spiced citrus notes.

White Rum: Quadruple-distilled and aged two years for a tropical‑tinged sipping spirit.

Spiced Rum: Infused with native botanicals at 40 ABV for bold local flair.

This creative endeavour comes while Noll continues to evolve musically, leaning into country sounds more than ever. His 2021 album, Raw, topped the ARIA Country Albums Chart and remains one of six straight top‑10 studio records for the artist. The album included introspective new songs alongside acoustic fan favourites and Aussie covers, cementing his place in both pop and country‑rock landscapes.

Noll is also celebrating the 20th anniversary of his debut album That’s What I’m Talking About with a deluxe edition out now. 

“From the stage to the still, I’ve always chased excellence. With Great Australian Rum Co., I’m not just chasing it - I’m bottling it.”