Wrestling legend Bret “Hitman” Hart has taken on an unexpected but fitting role as the ambassador for Calgary-based Romero Distilling, blending his iconic personality with the distinct taste of an award-winning spirit.
The partnership, forged on mutual respect and genuine admiration for the product, has given Hart a new stage to perform on – but this time, it’s in rum festivals and tastings rather than wrestling arenas. For Hart, who has been discerning with his endorsements, this venture is a rare alignment of values, legacy, and the desire to represent a quality brand.
“They approached me about being a spokesperson for the rum,” Hart recalls. “I’ve always been a rum lover, and it goes way back to my early wrestling career in Puerto Rico. That’s where I really discovered rum, and ever since then, it’s been my drink of choice. I’ve become more selective about what I drink over the years, but when I tried Romero’s rum, I immediately thought, ‘This is something I can stand behind.’ It’s smooth, well-made, and has that quality you only find in premium spirits.”
For Hart, this is more than just a paycheque or brand alignment; it’s a genuine connection to a product and a family he respects. As part of his role, Hart has become a fixture at various rum events and festivals, most recently in Brooklyn, where fans of both wrestling and fine spirits were treated to a memorable experience.
“When people see me at these events, they’re sometimes surprised, but as soon as they try the rum, they understand why I’m there. This isn’t just an average rum—it’s exceptional,” he says with a smile.
Hart’s commitment to Romero goes deeper than appearances. In a world where celebrity endorsements are often fleeting or shallow, Hart has approached this partnership with thoughtfulness and integrity. The Romero family, known for their dedication to their employees and their craft, has won Hart’s admiration. “I’ve gotten to know the family, and they’re such great people. They take care of their employees and put so much into making their product truly top-notch. That’s the kind of team I want to work with,” he explains.
A Legacy of Choosing Partnerships with Integrity
Over the years, Hart has had many offers for endorsements but has remained selective. His decision-making is driven by his values and life experiences, which led him to turn down certain opportunities that he felt conflicted with his principles. Hart points to a specific instance where he declined a lucrative deal in the gambling industry, noting the impact it had on his decision to support Romero instead.
“I had an offer a few years back to do a commercial for a gambling company,” he says. “But I thought about Jim Neidhart, my old wrestling partner, who struggled with gambling addiction. Jim lost so much because of it, from irreplaceable family jewelry to his financial stability. I just couldn’t, on a personal level, promote something that can destroy lives in that way. You always hear these celebrity endorsements making gambling sound like a fun little hobby, but for many people, it’s a path to losing everything.”
Hart’s personal experiences and memories of Neidhart, who battled gambling addiction throughout his life, are reminders of the role celebrities play in influencing others. “It’s important for me to represent products that I truly believe in, and that have a positive message,” he adds. “Gambling is a choice I could never endorse, but Romero Rum? That’s a product I feel proud to be a part of.”
Romero Rum: An Experience, Not Just a Drink
For Hart, the appeal of Romero Rum goes beyond taste—it’s about the experience and the authenticity of the brand. “Romero Rum is different,” he explains. “It’s not just a drink; it’s an experience. You can sip it on ice and really appreciate the smoothness, or mix it with a simple Coke. At rum festivals, even the more sophisticated rum enthusiasts tell me they’re impressed with how smooth it is.”
Hart’s personal favorite way to enjoy Romero? A classic rum-and-Coke. “I’m a fan of keeping it simple. There’s something satisfying about a well-made rum and Coke. That’s my go-to, but honestly, this rum is smooth enough to drink on its own. Just a little ice and let it melt a bit—then it’s perfect.”
The Connection with Fans, New and Old
Stepping into a new industry has given Hart fresh ways to connect with fans. “Rum festivals are a different crowd from wrestling events,” he laughs. “It’s a mix of people who appreciate fine spirits, and then there are wrestling fans who come up and start talking about matches. But at the end of the day, they all end up trying Romero. They’re always surprised by the quality. It’s great to introduce them to a product I genuinely love.”
The excitement surrounding Hart’s presence at these events isn’t lost on the wrestling legend. “When I was at the Brooklyn Rum Fest, people were genuinely interested in the story behind the rum. And some people just couldn’t believe I was there. It’s nice because we have real conversations, and then they’re all in for the rum too. They tell me later they’re taking it back to their stores, or they’re already planning to pick up a bottle.”
Hart’s appearances are a key part of Romero’s marketing strategy, adding a personal touch to the brand’s promotion. And for Hart, being part of these events is a chance to step into the role of community ambassador once again—an identity he values deeply.
Calgary Roots and Community Pride
Though Hart is known around the world, he remains deeply rooted in Calgary, his hometown and lifelong residence. “I’m proud to represent Calgary and Canada,” he says. “I always made sure to tell the world I was from Calgary during my wrestling career. People didn’t know where Calgary was when I started, but by the end, it was on the map.”
Hart’s brand is tied not only to his wrestling legacy but also to his love for his community. “I get a lot of support from people who remember my career, and they’ll approach me in places like Safeway to share their favorite matches. It’s amazing to have that connection, and it reminds me of my dad, who was also respected by people everywhere he went. Calgary is home. I wouldn’t want to live anywhere else.”
Reflecting on a Legacy and New Ventures
At 66, Hart looks back on his career with gratitude, aware of the lasting impact he’s had on fans around the world. “I’ve had a lot of people tell me I was their hero during tough times. Hearing that makes all those injuries, those long days, worthwhile. To know I was a positive force in people’s lives—there’s no greater reward.”
As for the future, Hart is happy promoting Romero Rum, a brand he believes in. “I tell people, try it, and you’ll see. This isn’t just another product—it’s the best in its class. I’m proud to be a part of it.”
Hart’s journey from wrestling ring to rum ambassador is more than a career pivot; it’s a testament to his integrity and commitment to authenticity. As Romero Rum’s ambassador, Bret Hart continues to embody the values that made him a legend, now toasting to a new legacy, one sip at a time.
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