Bayou Rum Partners with Stoli USA

New York-based Stoli Group® USA, LLC and Louisiana Spirits, LLC announced the start of a long-term partnership.

imageAs of January 1, 2016, the multi-year agreement will see Stoli Group USA become the exclusive national distributor of the award winning Bayou Rum® and its family of America’s Rum®, and will enable Bayou to grow internationally in the future.

“Stoli Group USA is proud to partner with Bayou Rum and is looking forward to bringing the vision of its founders and shareholders to life in the U.S.,” said Patrick Piana, President and CEO, Stoli Group USA. “As a best-selling craft American Rum with a fantastic heritage and superior taste, Bayou Rum is the perfect addition to the Stoli Group USA portfolio.”

“In just two years, Bayou Rum has received more than 65 awards and accolades,” said Trey Litel, co-founder and president, Louisiana Spirits, LLC. “Our rum is handcrafted from Louisiana sugarcane and distilled and bottled at the largest private rum distillery in the U.S. The opportunity to partner with a powerful, brand-focused organization like Stoli Group USA will help us achieve our long term vision of establishing Bayou Rum as the leading American Rum on the market.”

Added Litel, “The Stoli team’s passion for craftsmanship and authenticity, the importance of superior premium quality and the commitment to long-term brand building and business development with distributors and retailers is what brought us together in this partnership.”

Patrick Piana and Trey Litel added that they were “looking forward to working together to expand the distribution of Bayou Rum and its family of America’s Rum nationwide beyond the borders of Louisiana, Texas, Mississippi, Alabama, Florida, Maryland, DC and Georgia so all consumers can enjoy the best craft American Rum.”

Bayou Rum is the first spirits addition to the Stoli Group USA portfolio of premium brands, which includes the flagship Stoli® Vodka brand and the ultra-premium luxury vodka, elit™ by Stolichnaya®. The Bayou Rum family consists of four offerings: Bayou Select Rum, Bayou Silver, Bayou Spiced, and Bayou Satsuma Rum Liqueur.

Bacardi Buys Banks

Bacardi has expanded its portfolio of super-premium rums with the acquisition of Banks Rum.

imageThe award-winning Banks portfolio includes Banks 5-Island Rum, Banks 7 Golden Age Blend and various limited editions. Banks rum is currently available in some of the most influential on-premise establishments in the United States, Germany, United Kingdom, France, Japan, Portugal, Russia, Switzerland, Denmark and Singapore.

Created by Founder and Master Blender Arnaud de Trabuc, and inspired by the travels and discoveries of legendary 18th-century British explorer and botanist Sir Joseph Banks, Banks Rum is blended according to a secret formula developed by blending rums from up to seven different origins including Trinidad, Jamaica, Guyana, Barbados, Panama, Guatemala and Java. The final blends are aged in previously used bourbon barrels.

Learn more about the Banks Rum story, the craft behind its blends and cocktail recipes at www.banksrum.com.

About BANKS Rum
Master Blender Arnaud de Trabuc, whose experience as CEO of Angostura Group, and president of cognac producer Thomas Hine & Company, as well as former managing director of the Caribbean region for Premier Wines & Spirits, gave him the unique ability to source rums from otherwise competing islands. Founded in 2008, Banks is based in Port Louis, Mauritius. It is bottled at 43% alc/vol and sells 6,000 cases annually, starting at a suggested retail price of US$29.99.

From Jamaica with Love

Appleton Estate Rum rolls out a slick new marketing campaign called From Jamaica with Love.

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imageMarking Jamaican Independence Day on August 6, Appleton Rum unveiled its new brand campaign, “From Jamaica With Love.” This is the first marketing campaign from the brand’s new creative agency of record, ARGONAUT, which invites consumers to explore the raw beauty of the world beyond their every day.

For more than 265 years, Appleton Estate has produced a premium, quality Jamaican Rum. From cane to cup, Appleton Estate owns and manages each stage of the production process at the Appleton Estate in the Nassau Valley. This valley, also known as ‘Cockpit Country’ located in the St. Elizabeth Parish of Jamaica, was formed 12 million years ago, providing a fascinating terroir of unique limestone hills, rich soil and deep, clear springs, imparting a unique character to the rums of the Appleton Estate Jamaica Rum portfolio. “From Jamaica With Love” encourages consumers to venture off the beaten path and explore beyond the beaches to find the heart of Jamaica, the true Jamaica well beyond the stereotypes.

“Appleton Estate Jamaica Rums are carefully hand-crafted in the lush, sun-drenched Nassau Valley, which has superb natural resources that contribute to the defining essences of our award-winning rums’ taste and character,” said Andrew Floor, Senior Marketing Director, Dark Spirits at Campari America. “This new marketing campaign allows us to offer consumers a window into an authentic Jamaica — a Jamaica that delivers rum with a distinctive, rich and complex flavor found nowhere else in the world.”

Authenticity is the lifeblood of the Appleton Estate: from the meticulously cultivated sugar cane that is grown and harvested on the property, to the deep, sparkling blue water source; to the artful blending by Master Blender Joy Spence — the industry’s first female master blender.

Appleton Estate Jamaica Rum unveiled the new marketing campaign on August 6, a day of national pride for Jamaicans, as they celebrate the big, bold spirit of their country on Jamaican Independence Day. The “From Jamaica With Love” campaign depicts images and videos of the authentic, undiscovered Jamaica, the soulful Jamaican people and the craftsmanship in the brand’s unique cane to cup production process. Each image prominently features intriguing and authentic Jamaican patois phrases, such as, “Everything Come From Scratch,” and “A Shut Eye See Nothing New.”

The campaign creative will be released in out-of-home, print and digital executions. In addition to the digital partnership with Sharethrough, out-of-home will appear in key markets including Austin, Texas, Atlanta, Miami, Portland, Ore. and Columbus, Ohio.

Gosling’s Perfect Storm

Gosling’s Black Seal Rum had a very good year with record sales and top honors in spirits competitions.

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If it seems like Gosling’s of Bermuda has become a very hot rum, you’re right. The once Bermuda-only brand surpassed the 100,000 case level via their partner Castle Brands.

The growth of the dark rum category helped, but so too did the growing appreciation of Gosling’s Black Seal rum. Its distinctive taste is unlike any spirit because Black Seal includes products of both pot stills — as used for making fine Cognacs — and continuous stills — as used for making grappa. One imparts flavor, the other yields a subtle elegance. Together they work wonders. And win medals. In fact, The Beverage Tasting Institute awarded Black Seal its highest honor, the Platinum Medal.

Then there’s the unique, trademarked Dark ‘n Stormy cocktail featuring Black Seal Rum.   Long the National Drink of Bermuda, it continues to win over rum lovers by droves. The cocktail’s burgeoning popularity in the U.S. even prompted Gosling’s to launch an RTD version in sleek, 8.4 oz. cans, thereby introducing a whole new demo to the Dark ‘n Stormy.

And, besides Gosling’s Black Seal being an award winner, it didn’t hurt that Gosling’s Family Reserve Old Rum was judged best in the world by none other than the Caribbean Rum Journal.

“We call it the perfect storm,” says a smiling Malcolm Gosling , 7th generation President.  “And, happily, it shows no sign of letting up!”

More Pusser’s 15

Pusser’s 15 will soon be available in greater quantity, capitalizing on the global demand for premium aged spirits.

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Pusser’s 15 Year Old Rum, the rare, aged version of the rich-flavored, original Admiralty rum dating back to 1655, is available in larger quantities this month in both American and international liquor stores, hotels, restaurants and bars.

Coming on the heels of several recent double gold medal awards (NYC and London) coupled with strong demand for nobler, super premium spirits and after-dinner beverages, Pusser’s  wooden pot-stilled navy rum is going to be made available in larger quantities to its American and international distributors.

“Many consumers first taste rum through cocktails and fruit drinks like the daiquiri or the Mojito,” says a spokesperson for the multiple award-winning Pusser’s rum, “but soon after they learn to appreciate dark rum as an exquisite, sipping drink whose flavor, nobility and smoothness remain unmatched by other after-dinner beverages.”

Pusser’s Rum LTD is currently in the process of establishing the storied beverage as a powerful adversary to single malt scotches and other after-dinner drinks preferred by the discerning consumer. Moreover, cigar smokers, and cigar bar owners, are discovering the unique relationship between the two products. “When you think about it, rum and cigars are complementary, as both are products of the same tropical, humid area, so it’s natural to acknowledge the affinity one has for the other”.

For more information on the company’s mission and curren offerings, visit their website. http://www.pussersrum.com/aged-15-year/.

Awards
Double Gold Winner, The Spirits Business, Rum Masters 2013
Double Gold Winner, The Fifty Best, New York 2012
Gold Medal Winner, IWSC International Wine and Spirits Competition, 2011
Gold Winner, San Francisco World Spirits Competition 2005
Double Gold Winner, San Francisco World Spirits Competition 2003
Gold Medal Winner, Best Dark Rum, London 2001

 

Bacardi’s Cuban Heritage

Bacardi launches a new marketing campaign, “Vivimos,” in celebration of the brand’s storied origins in Cuba.

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A pioneer in rum-making and key player in Cuba’s fight for independence starting in the late 1800s, Bacardi rum’s founder Don Facundo Bacardí Massó and other revolutionary family members including Emilio Bacardí, brought ground-breaking change to the rum industry and to Cuba despite endless challenges. Bacardi’s new ad campaign will drive consumer awareness and excitement while reinforcing the brand’s rich heritage at a time when authenticity and masculinity are key themes among target consumers.

The campaign’s TV and digital films were directed by filmmaker Jake Scott and depict stories that were inspired by actual historical events that shaped the brand. The television spot “Cuba Libre” takes place during a time of political unrest in Cuba in the late 19th Century, when the country was fighting for freedom from Spain. Scott used this historical backdrop to shape his story on how the Cuba Libre is the original cocktail of freedom.

“Bacardi is a company with proud Cuban roots and courageous founders. This campaign celebrates their irrepressible spirit with the goal of inspiring men of today to live as boldly and passionately as they did,” said Toby Whitmoyer, vice president and brand managing director, rum category, at Bacardi U.S.A., Inc.

Created in 1900 by American soldiers gathered in Old Havana to celebrate the end of the Spanish-American War, the original Cuba Libre is a refreshing mix of Bacardi rum, cola and lime. For more than 112 years, the Cuba Libre has been enjoyed and remains one of the world’s favorite cocktails.

Following the Bacardi 150th anniversary celebration in 2012, “Vivimos” builds on consumer curiosity and the momentum surrounding the brand heritage. OW, the boutique agency who oversees brand and creative strategy, created all of the campaign creative assets to share with consumers additional elements of the Bacardi story.

Privateer Expands

Following a year of accolades, Privateer Rum expands into New York, California and Colorado.  Read on…

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Two years after its successful launch in Massachusetts and Rhode Island, Privateer Rum has announced its expansion into three new major markets: New York, California and Colorado. The brand’s presence at this year’s Manhattan Cocktail Classic (May 17th-20th) served as the venue for the official Privateer launch in New York.

“This event is the perfect forum to launch our rums in Manhattan,” says Vice President and Co-Founder, Nelse Clark. “It is filled with knowledgeable and enthusiastic Spirits industry professionals.”

The company currently has two award-winning rums: Privateer Silver Reserve and Privateer True American Amber. Wine Enthusiast Magazine named the Silver Reserve a “Top 50 Spirits of the Year 2012” and the highly regarded F. Paul Pacault, editor and publisher of the Spirit Journal, rated both spirits with four stars. The renowned regard for Privateer’s rums has led to a growing demand for the products nationwide.

“Our expanded distribution marks the transition from local distillery to emerging brand and can be directly attributed to the team’s relentless focus on quality and adherence to highest distilling standards and practices,” said Andrew Cabot, president and founder of Privateer.

Maggie Campbell, Privateer’s head distiller explains, “The rum category is filled with examples that have been adulterated and/or rushed. Our goal is to create great American rums by applying fine spirits techniques, and to no longer dismiss the rum category from excellence. We ferment, distill, barrel and bottle every drop ourselves, and go to great lengths to honor both our spirit and customers. ”

For more information about Privateer, visit http://www.privateerrum.com.

Atlantico News

Blackheath Beverage Group and Atlantico solidify their partnership with a long term agreement.

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After significant sales success, Blackheath Beverage Group (BBG) and Atlantico Rum will extend their partnership agreement to include the entire US for 2013. Under the agreement, BBG will continue to utilize its proprietary sales and marketing platform to support Atlantico’s accelerated growth strategy.

Atlantico, a product of the Dominican Republic, has earned both critical and commercial success.  The brand has won multiple Best of Show Awards at the 2012 Wine & Spirits Wholesalers of America Convention and has posted triple digit year-over-year growth since 2011.

BBG will now serve as Atlantico’s exclusive US sales agency while continuing to work closely with Atlantico’s ownership to maximize the growing awareness that the brand is experiencing through headline activities and promotional appearances by brand partner, Enrique Iglesias.

Park Street Imports will continue to act as Atlantico’s exclusive importer in the United States.

“While working with Blackheath over the past four months we have seen our sales increase significantly.  Consumer demand for the brand continues to accelerate and we look forward to expanding our relationship with Blackheath in order to help us meet that demand.  The super-premium rum segment is really taking off and we believe that aligning ourselves with Blackheath positions our brand for continued long term success,” says Brandon Lieb, Co-founder of Atlantico.

“We have enjoyed our partnership with Atlantico to date and are very excited to be entering into a long-term agreement with brand owners, Aleco Azqueta, Brandon Lieb, and Enrique Iglesias,” says Jay Harkins, CEO of Blackheath Beverage Group.

“Michael Rieck [BBG’s Head of Sales] and our sales team have done a tremendous job at securing Atlantico in some of the greatest accounts in the country without even scratching the surface.  2013 will prove to be an even better year for Atlantico where our efforts and resources will now expand nationally.”

Bundy: Rum It Is

Original History, Original Rum: The creative team at Leo Burnett strikes again with another amusing ad for Bundaberg Rum.  Check it out.
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Campari Acquires Appleton

Campari acquires a controlling stake in Lascelles deMercado, becoming a key player in the rum category with the Appleton, Wray & Nephew and Coruba brands.

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BREAKING NEWS: Campari has announced an agreement with members of CL Financial Limited to acquire an 81.4% ownership in Lascelles deMercado & Co., a publicly traded holding company based in Kingston, Jamaica.

LdM will comprise the spirits business, led by a leading Jamaican rum range, including Appleton Estate, Appleton Special / White, Wray & Nephew and Coruba. This transaction marks the third largest acquisition in Campari’s history and positions the group as a leading producer of premium rum globally.

Bob Kunze-Concewitz, CEO at Campari commented “The addition of the Appleton, Wray & Nephew and Coruba rum brands as well as a portfolio of local Jamaican brands will help us build our critical mass further in key North American markets, provide a leading market position in Jamaica.”

The acquired business includes an unrivaled portfolio of world-class premium and overproof rums, including Appleton Estate, Appleton Special and White, Wray & Nephew White Overproof, Coruba and a strong portfolio of local brands. During the fiscal year that ended on September 30th, 2011, the rum and spirits portfolio achieved total sales volume of 3.5 million 9 litre cases.

Fun with Bundy

As Smooth As Life Is Rough: Long known for strong rum and clever marketing campaigns, Bundaberg releases one of their funniest tv adverts yet.  Check it out.

[youtube width=”700″ height=”400″]http://www.youtube.com/watch?v=ATuN5RABJk8[/youtube]

To Life, Love and Loot

Captain Morgan unveils its new ad campaign “To Life, Love and Loot.” Academy Award-winning director Tom Hooper helps showcase a new side of the brand.

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The Captain Runs New Ad Campaign

For the first time in Captain Morgan’s nearly 60-year history, the brand has launched a new advertising campaign that takes its inspiration from the real-life privateer and rum icon, Captain Henry Morgan.

Academy Award-winning director Tom Hooper joined Captain Morgan aboard a 17th Century replica of the Galleon Andalucia – amongst other undisclosed tropical locations – to film the three feature film-caliber executions. Hooper, who was honored with the Academy Award for Achievement in Directing (Best Director) at the 2011 Oscars for The King’s Speech, is world-renowned for his riveting period pieces — one of the many reasons Captain Morgan engaged him to lead the new campaign.

“In paying homage to Captain Henry Morgan in our marketing efforts for the first time, we took great care to ensure that his portrayal of the time period was as authentic as possible,” said Tom Herbst, Brand Director, Captain Morgan USA.  “When viewers see the spots from ‘To Life, Love and Loot,’ they will be struck by the richness and detail that only Tom Hooper can bring to life.”

Set in the mid-1600’s, the campaign tells an interpretive, witty narrative about a great leader who fearlessly protected his crew and had the ability to gracefully navigate whatever life threw his way.  The first spot, “DIVE,” showcases Captain Morgan and his unique prowess in diffusing a potentially violent situation when his crew is surprised by an enemy ship. To everyone’s amazement, the Captain prevents an inevitable attack by executing a picture-perfect dive from his ship into the sea below, protecting his crew and ultimately transforming enemies into friends.

“As our consumers continue to evolve and expand their interests, we recognized that Captain Morgan himself needed to evolve with them,” said Herbst. “Each spot in the ‘To Life, Love and Loot’ campaign showcases a new side of the Captain and reinforces to them that even today, they can live like the Captain lived.”

In addition to “DIVE,” the campaign also features a second 60-second execution entitled, “GLASS,” and a dedicated 30-second responsible drinking ad entitled, “RIDE HOME,” which debuts the brand’s new social responsibility message: Raise your glass, always in moderation.

Created by Anomaly, the “To Life, Love and Loot” spots will air in general brand rotation on top sports and entertainment outlets, including ESPN, TBS and TNT.

[youtube width=”700″ height=”350″]http://www.youtube.com/watch?v=BCRBb-wwIxo[/youtube] 

Bacardi Goes Green

Bravo to Bacardi UK for scoring the coveted Carbon Trust Standard certification for their ongoing commitment to reducing their carbon footprint.

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Bacadi has announced that its United Kingdom operations have been awarded the Carbon Trust Standard after taking action to measure, manage and reduce its carbon footprint by nearly 13 percent over three years. The collective amount of savings totals more than 4,400 tons of CO2, equivalent to the emissions from taking 1,128 UK cars off the road per year. The global operations of Bacardi reduced carbon emissions by nearly 18 percent during the same time period.

The UK operations of Bacardi, which include Bacardi Martini Limited and all operations of John Dewar & Sons Limited, remain committed to minimizing the emissions of gases that are believed to contribute to the “greenhouse” layer around the earth.

The Carbon Trust Standard is a mark of excellence that recognizes companies for actionable carbon reduction. Based on a rigorous, independent assessment, it certifies that organizations have measured, managed and reduced their carbon emissions across their own operations and are committed to reduce them year over year. Companies have to reapply every two years to stay Carbon Trust Standard certified.

“Achieving the Carbon Trust Standard in the UK further demonstrates how seriously we take our environmental responsibilities, and underlines the effectiveness of our rigorous efforts to reduce carbon emissions on both a regional and global scale. This shows we are at the forefront when it comes to carbon management best practices,” said Jon Grey, senior vice president of Global Operations with Bacardi. “This certification reinforces our commitment to be a leader in corporate responsibilities in the spirits industry and showcases our environmental credentials. Bacardi is in constant pursuit of greater benefits for our consumers, customers, employees and the environment and we continually look for ways to build trust in our brands.”

Carbon Trust Standard General Manager Harry Morrison added, “We congratulate Bacardi’s UK operations on their achievement of the Carbon Trust Standard. Today, being a good carbon citizen isn’t just about looking good on paper. Achieving the Carbon Trust Standard gives Bacardi the true emissions data they need to build the appropriate carbon reduction strategies and set the right path in the UK.”

Initiatives which helped improve carbon efficiencies at the Bacardi offices and facilities in the UK included:

  • Created the “kill-a-watt” toolkit, a proprietary and Bacardi-customized energy savings six-step program, to provide sites and offices with the skills and ideas to measure energy usage, share best practices to reduce energy consumption and find ways to save energy
  • Utilized a system to recycle heat within the distillation process more efficiently that reduces the energy input required and the amount of natural gas burned per unit of output at the Royal Brackla and Aberfeldy whisky distilleries in Scotland
  • Modified stillhouse operational procedures and installed a high efficiency boiler at the Macduff Whisky Distillery in Scotland
  • Executed employee awareness campaigns on the importance of saving energy in all of the John Dewar & Sons whisky manufacturing sites
  • Added four hybrid petrol/electric cars to the vehicle fleet at the Bacardi Martini Limited site in Winchester

Bundy Five on TV

Bundaberg Five, the new white rum from the iconic Australian rum brand, rolls to the market with the help of a hilarious Leo Burnett produced TV spot.

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Clear Character

Bundaberg shocked the tv world a year ago with a string of bizarre ads that featured golfers and exploding alligators.  Well, they’re back with another unusual spot to promote the release of their new white rum, Bundaberg Five.  Ad giant, Leo Burnett is behind this one and it features all of the surreal fun that boozy ads are beginning to be known for.  You won’t see this one outside of Australia however, so here’s a peek and what everyone in the booze/advertising world is talking about this week.

Bacardi LIVE

Combining live music, social media and rum cocktails, the Bacardi “Best Shared Live” campaign takes off in an interesting direction this summer.

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Bacardi Best Shared Live

Taking the “BACARDI Together” campaign to new heights, the “Best Shared Live” program creates opportunities designed to bring people together to celebrate live music, friends and rum cocktails. “Best Shared Live” will leverage Live Nation Entertainment’s marketing distribution platforms including digital, mobile and social media to reach millions of fans as they plan their summer concert experiences.

“BACARDI is an iconic spirits brand with a unique history and heritage that has always championed a spirit for life,” said Toby Whitmoyer, vice president and category managing director, rums at Bacardi U.S.A., Inc.  “Through the ‘Best Shared Live’ program, we will tap into Live Nation Entertainment’s multi-faceted digital marketing platforms surrounding live music to bring people together and strengthen brand awareness among our target audiences. We are excited to kick-off summer with this breadth of promotions for our consumers and music fans alike.”

Targeting the coveted “twenty-something consumer” who enjoys nightlife and music, the “Best Shared Live” summer music program encompasses a robust array of elements featuring both promotional assets and digital media, including:

  • Live Nation Entertainment Concert Cash: BACARDI products will feature download codes for Live Nation Entertainment Concert Cash, redeemable on LiveNation.com’s BACARDI -branded landing page for tickets and artist merchandise.
  • Best Shared Live Sweepstakes: Fans may also enter the Best Shared Live Sweepstakes, which supports the “Best Shared Live” platform and reinforces the BACARDI brand message of bringing people together, in this case, through live music. The grand prize winner will win four tickets to the Live Nation Entertainment concert of his/her choice anywhere in the US, plus airfare and hotel accommodations. The sweepstakes will be promoted across all Live Nation Entertainment media channels.
  • Branded Concert Guide: Live Nation Entertainment will create a BACARDI branded summer concert guide, a custom content platform with unique videos highlighting some of the hottest artists on tour this summer.
  • Custom Facebook Module on LiveNation.com and Ticketmaster.com: Live Nation Entertainment will position BACARDI as a brand that brings music fans “together” within the social media environment through a custom Facebook module on LiveNation.com and Ticketmaster.com. The integration will be a unique bilateral Facebook application allowing fans to let their friends know which concerts they are planning to attend.
  • Mobile Web Platform: Live Nation Entertainment will also integrate BACARDI into its mobile advertising platform, providing the brand with an even deeper connection to fans whenever they seek music information.

“Concerts are a natural way to bring people together, and Live Nation Entertainment’s depth of touch points spanning social media, mobile and digital promotions, are a perfect way for BACARDI to bring consumers together in a relevant and engaging way,” said Russell Wallach, president of Live Nation Network. “The BACARDI ‘Best Shared Live’ program leverages our robust marketing platform to reach millions of fans as they celebrate summer with their favorite artists and form a richer connection with the BACARDI brand.”

Click here to register at Best Shared Live

New Look For Angostura

The bottle and labeling of Angostura 1919 and 1824 get a serious makeover.  The new look packaging will roll out in the fourth quarter of 2011.

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ANGOSTURA UNVEILS NEW PACKAGING FOR 1919 AND 1824

Angostura has unveiled their new super premium repackaging for Angostura 1919 and Angostura 1824 at this year’s Vinexpo.  Both premium rums have undergone a facelift to reveal elegant new look bottles, labeling and packaging.

Speaking about the new repack Wayne Yip Choy, Angostura CEO commented “We are delighted with our new look Angostura 1919 and Angostura 1824 super premium rums. We’ve created a sophisticated bottle that discreetly plays on all that is wonderful about Trinidad and Tobago and our international range of rums.  It was important to us to create a sense of range alignment with our international rum range and we believe that the changes will not only excite our consumers and customers, but gives them a little something extra”.

The repack presents Angostura 1919 and Angostura 1824 in ergonomically shaped bottles which successfully blend the traditional Angostura iconography with a more modern and fluid shape.  The new packaging offers an iconic decanter and specially commissioned original artwork which features on the neck label and gift carton. Inspired by Trinidad and Tobago, the artwork incorporates national elements including: the scarlet ibis, the national bird of Trinidad & Tobago, taking pride of place on the nations coat of arms; the ship, symbolic of discovery; the sugar cane in arrow, signaling the ripening of the sugar cane; the dancer, the joyous spirit of Trinidad and Tobago; and the butterflies, numerous in variety and as colourful as the rainbow people of La Trinity. A beautiful glass embossing of the Angostura signature butterfly on the base of bottle provides the final stamp of approval on the repack.

Brian Woods, Senior Marketing Manager added: “The new repack reflects our heritage and values.  Conscious of our desire not to over-brand, we have delivered luxury packaging which I firmly believe keeps us ahead of the game and further cements Angostura’s reputation as a world leader in producing some of the finest, smoothest rums on the market ”.

The new look bottles will be rolled out in stages to markets with the first market taking delivery in the fourth quarter of 2011.

Havana Club Makes Push

Havana Club Rum announces lofty sales goals for 2011 and develops a plan to protect their image and reputation worldwide.

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Cuba hopes to sell four million cases of Havana Club Rum globally in 2011.  Their sales goals come in spite of a recent decision by the U.S. Federal Court of Appeals to not reevaluate their license to sell the product in the US.

Juan Gonzalez Escalona, President of the Cuba Ron Corporation, said that Washington’s decision to not protect the Havana Club trademark is a result of the economic blockade imposed by the U.S. government nearly 50 years.

Gonzalez announced that a serious marketing campaign is underway to increase the sales of the Havana Club rum in Europe, Latin America, Africa, and Asia.

Meanwhile, Arian Remedios Ortega, a specialist with Havana Club International S.A., noted that the company is working on a strategy to defend the brand in cyberspace.  He explained that actions including warning internet surfers about possible counterfeit products are underway.

Havana Club’s annual sales growth rates 4th among all spirits brands, only behind Absolut, Johnny Walker and Jameson.

In 2010, 3.8 million cases (of nine litters each) of Havana Club were sold, mainly in Europe (57%) and Cuba (31%).