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Ethical brand ratings and accreditation since 2001

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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 suggested to function as a more ethical organisation. The Kraken could increase investor and consumer trust by applying for Ethical Accreditation, which would include a more complete examination and suggestions for ethical development.

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?

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 with 5% alcohol volume. Kraken is owned by Proximo Spirits Inc.

For which criteria does The Kraken perform poorly? 

The Kraken received a low rating as the brand has no Environmental Report and neither does the brand’s parent company. The Kraken also has no Organic or Vegan alcohol products in its collection. Kraken does not have a Genetic Modification policy but also has no criticisms for this so receives a middle rating.

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

The Kraken receives a high score for having no links to any Political Donations, Armaments, Nuclear or Fossil Fuel issues. The brand has also faced no Animal Welfare or 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 towards this.

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

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.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating