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

The Hero hitmaker has partnered with Atlantico Rum, which is based in his adopted Miami, Florida, in the hope of increasing the liquor brand's awareness.

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.