The Kraken Black Spiced Rum is sponsoring the Kitschies – the alternative science fiction and fantasy writing awards.
The awards, now in their third year, will be able to offer winners a cash prize for the first time thanks to the sponsorship, along with a tentacle-shaped trophy.
The best novel in the awards wins the Red Tentacle and £750, the best debut wins the Golden Tentacle and £250, and best cover art wins the Kraken’s special award, the Inky Tentacle, and £250.
The trophies were inspired by a previous winning book – Kraken, by China Miéville, which tells the tale of a giant squid which disappears from the Natural History Museum.
Kitschies organiser Jared Surin said: “The Kitschies reward those writers who best elevate the tone of geek culture – the most progressive, intelligent and entertaining work. We’re looking for the books that do the sci-fi and fantasy community proud – and thanks to the Kraken, the awards are more tentacular than ever.”
Dave Steward, of Kraken distributor Marblehead Brand Development, said: “Hailing from the murky world of cryptozoology, there can’t be a more appropriate sponsor of these awards than The Kraken.”