Rums of Puerto Rico makes a splash at the Miami Rum Renaissance Festival with an array of cane spirits and new marketing campaign.
Island’s Quality Rums Remind Miami that Puerto Rico Does it Better
As part of its sponsorship of the Miami Rum Renaissance Festival, Rums of Puerto Rico, the umbrella marketing organization for the collection of the world’s finest rums, last night held a cocktail reception for local community and business leaders and the press to celebrate the Island’s popular rum brands at award winning chef Michelle Bernstein’s Sra. Martinez restaurant.
The reception was part of the government’s efforts to remind Miami spirit drinkers about the award-winning attributes that make Puerto Rican rums stand out from their competitors. Festival participants are encouraged to “Just Think, Puerto Rican Rum” when sampling rums this weekend and ordering a rum or rum-based drink in the future.
“We want to remind Festival participants, and spirits drinkers everywhere, that the rums produced in Puerto Rico are the best in the world,” said Nicole J. Rodriguez, director of Rums of Puerto Rico. “In addition to tasting great served neat or over ice, our rums are an important ingredient in a wide variety of drinks and food recipes, such as the ones that our Rums Ambassadors and Chef Bernstein created for today’s event.”
There are three attributes that make Puerto Rico’s rums superior to others: the Island’s centuries old tradition of rum making; the legally-mandated, one-year aging of certain rums in white oak barrels; and the Island’s commitment to excellence. The result: Puerto Rican rums – including Bacardi, Don Q, Ron Llave, Ron del Barrilito and Palo Viejo – comprise more than 70 percent of the rum sold in the United States and are the best selling rums in the world.
The event is part of Rums of Puerto Rico’s efforts to tell this story through print, digital and out-of-home messaging in Miami, New York and Washington, DC. These ads will be supported by public relations and social media efforts and an upgraded web site (www.rumcapital.com). Rums of Puerto Rico is also executing a series of events and partnerships throughout the year, including sponsorship of this year’s Miami Rum Renaissance Festival and San Juan’s Taste of Rum festival.
“Puerto Rico’s rums are not just a culinary ambassador for Puerto Rico, they are also an important economic driver for the island’s economy,” Rodriguez added. “Whether it is our island’s beautiful beaches, our superior rums or the many other goods and services produced by our friendly, bilingual workforce, we want Americans to say the same thing when they think aboutPuerto Rico: Puerto Rico equals quality.”
The “Just Think, Puerto Rican Rum” tagline is tied to other Puerto Rico economic development and promotional efforts, including the Puerto Rican Tourism Company’s “Just Think, Puerto Rico” campaign, which launched last fall in New York City. Both campaigns also employ the green and black “Puerto Rico Does It Better” logo that is now appearing on all of the government’s promotional materials.