Santa Teresa, Venezuela's oldest producer of single-estate rum, has debuted its latest ad campaign: “Great Rum, Greater Purpose.”
The campaign is running online and across brand-owned social media platforms, including Facebook and Instagram.
Directed by Matt Bendo, it features noted Venezuelan actor Cesar Manzano. It also highlight's the brand's ongoing work with ex-gang members through Project Alcatraz, which provides them a second chance via educational opportunities, psychological assistance and rugby.
The spot also includes Nancy Duarte, the brand's first female master distiller, and Project Alcatraz member, Anther Herrera. Creative is from Only Much Lounder, a Mumbai-based agency, working with Venezuelan production agency Black Cat.
The Santa Teresa 1796 brand was created in 1996, to commemorate the hacienda's bicentennial. A triple-aged, molasses-based solera rum, 1796 is produced via a complex process of blending rums aged five to 35 years in bourbon oak barrels. According to the company's site, the solera method ensures the varied flavors and aromas coming from the production process are merged in a consistent liquid, little changed from the original production. The brand has 40% alcohol, with a sweet taste that gives way to drier flavors, and a long finish, meaning the sensation of the rum lingers on the palate.
Alberto Vollmer, CEO of Santa Teresa Rum, told Agency Daily: "The campaign pays tribute to both pillars of our brand mission — creating an exceptionally smooth and globally recognized super-premium rum and providing opportunities for the lives of those within our local community in Venezuela. As our own story of tradition, transformation and innovation continues to flourish, through Project Alcatraz we are able to prode the tools that allow people to continue their own advancement alongside us."
Founded in 1796 as a coffee plantation and located in the mountainous Aragua Valley, Santa Teresa has distilled rum since 1830 — and remains a family-run enterprise.
In 2021, Santa Teresa 1796 won the Gold Medal at the London Spirits Competition and the Silver Medal at the International Wine & Spirits Competition.