• March 3, 2009

Patron, the high-end tequila brand started by celeb stylist John Paul Dejoria, is backing its Pyrat rum brand with a new consumer site, www.pyratrum.com.

It asks consumers questions that get them to "discover the depths of their own social enlightenment," and includes a section called "Hoti's Den," about a fictive patron saint that is featured on Pyrat rum bottles. The site, via Click Here, the digital unit of Dallas-based Richards Group, also has cocktail recipes, a history of the rum and newsletters.

The company is also doing sampling and cocktail events around the country to promote the brand, which comprises Pyrat Cask 1623, Pyrat XO, and Pyrat Pistol rums.--Karl Greenberg