• by Fern Siegel , December 22, 2023

Guatemalan premium rum Zacapa wants to make its mark. The distiller is launching its first global campaign, "Lips to Soul," by creative agency ForceMajeur.

The rum is overseen by Lorena Vásquez, one of the few female master blenders in the world. Zacapa enjoys a slow aging process, on average six to eight years, in casks that previously held American whiskies and fine wines to add complexity to its flavor.

The spot, directed by Caroline Koning, runs in OOH media, Facebook and Instagram paid social, and TV in select markets. The creative, geared to women, positions the ultra-premium rum as an "intense drink" and a "spring of life."

Christina Choi, senior vice president, Diageo, which holds a 50% stake in the brand, said: “We wanted to tap into the consumer desire for depth, and bring to life that instant sensory connection that people feel when they try Zacapa. We believe there is no greater feeling than being surprised by experiences that capture our imaginations and spark a sense of wonder in us.”

Zacapa rum was created in 1976 to commemorate the 100th anniversary of the founding of the city.

Ultra-premium rum has seen a 17% compound annual growth rate over the past three years, while premium rum has seen a 17.8% increase, per combined Nielsen/NABCA data for the period July 2019-June 2020 through July 2022-June 2023, per the Zacapa release.

ForceMajeur client work includes Casa Amarillo, Ciroc, Buchanan's Pineapple, Dove's Body Wash and 06 Vodka.

Diageo has an extensive portfolio of liquor brands, including Johnnie Walker, Tanquery, Don Julio, Baileys and Guinness.