The new campaign for a fifth-generation rum maker
highlights the premium spirits’ “deep commitment to rum mastery.”
Brugal Rum’s latest brand campaign for the family run distillery, created with Hudson Rouge, focuses
the brand’s “truth”: "Passion is what sets us apart, and passion is what brings us together."
"In every cask there is a story, and we hope to share ours,” says Jassil
Villanueva Quintana, Brugal's fifth-generation rum master and second-great granddaughter of Brugal's founder Andres Brugal, in a release. "I'm inspired by my family of rum masters who came before
me… our rum is more than just a spirit, it's a bond shared between family, Maestros and community. Every bottle is a story of unity, dedication and care that's meant to be enjoyed
together."
The multichannel U.S. campaign, featuring shots of the brand’s bottle wrapped in netting, runs out-of-home in high-foot-traffic areas of New York and Miami, along with a
digital rollout including website banners, paid and organic social media, search and YouTube. Online ads link to an immersive landing page, seen here, which includes a video featuring Villanueva Quintana discussing the brand.
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In real life,
the brand is also taking over locations in NYC and Miami with a “Brugal Social Club” pop-up.
Earlier this year Brugal introduced its top shelf Andrés Brugal Edition 02,
created as a tribute to founder Andrés Brugal Montaner. The release is limited to 416 bottles globally, and retails for $3,000.
Family operated since its launch in Dominican Republic in
1888, Brugal is owned by Edrington, which is also parent company to The Macallan, Highland Park, The Glenrothes, The Famous Grouse, Naked Malt and Noble Oak bourbon. Edrington also has partnerships
with No.3 London Dry Gin and Wyoming Whiskey in the U.S.