The Kraken

How ethical and sustainable is The Kraken? 

The Kraken is included in The Good Shopping Guide’s Spirits Ethical Ratings Table. The Kraken does not currently meet our ethical standards, but we hope that in the future, the brand will make the changes to function as a more ethical organisation.

More information on the issues this industry faces may be found in The Good Shopping Guide to ethical spirit brands. Then, in our Spirits Ethical Ratings Table compare it to other brands.

What does The Kraken do?

The Kraken is a provider of rum sold in distinctive bottles since 2010. The brand sells its classic Kraken rum, Kraken dark label and Kraken black roast, as well as canned mixed drinks. The Kraken is owned by Proximo Spirits Inc.

For which criteria does The Kraken perform poorly? 

The Kraken received a low rating as neither the brand nor its parent company has an Environmental Report. The Kraken also has no Organic or Vegan alcohol products in its collection.

In what areas does The Kraken score well for its ethics?

The Kraken receives a high score for having faced no Animal Welfare concerns nor Public Record Criticisms.

How can The Kraken improve its Ethical Rating?

The Kraken may improve its rating and fulfil our fundamental ethical requirements by releasing a Vegan alcohol range as well as an Environmental report with detailed goals and evidence of the progress being made.

The Ethical Rating of a brand is divided into three categories by The Good Shopping Guide: the Environment, People and Animals.

Given that its score is close to our Ethical Benchmark, The Kraken might apply for Ethical Accreditation for more detailed guidance on how to improve.

Why not check out The Good Shopping Guide’s Ethical Accreditation if you work for or with a spirits company that places ethics high on its priority list?

Contact us to learn more about Ethical Accreditation, or complete our short form for an initial sustainability evaluation.