The Kraken is considered by many a beast that roams the seas and is not to be messed with. By others it is considered a myth and a thing of legends. Well the producers of the Kraken Rum don't take the beast lightly and even named their Rum after it.
The Legend goes that Kraken Rum comes from what was considered the largest export of Rum to be leaving the Caribbean went missing, and that there was no other explanation than the Kraken. They named their Rum after the beast as a tribute and a peace offering to it. Some have even seen stories written with Scientists having no other explanation than the Kraken.