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Insight: Don’t just introduce another rum, create a new category: premium rum.

Media: Digital, Moile, Print, Events

For decades, rum has been an ingredient instead of a drink. Vodka, bourbon, tequila...all had managed to create new worlds of premium, small-batch, very special brands that could bring much higher prices both on-premise and at retail. Rum has remained the outlier as an alcohol that is the core of mixed drinks, from the Cuba Libra to the Mai Thai. We recommended that Diageo position their zacapa rum as the next small-batch bourbon. A rum for connoisseurs, replete with a rich heritage and a very interesting story about how and where it is made. For people, especially men, who understand good whiskeys, bourbons and tequilas, straight or with one large ice cube is the only way to drink. Suggesting this as the way to drink zacapa immediately positioned it among the ranks of the best in other categories... zacapa, a rum so good you’ll want to drink it straight.

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