Dallas-based ad agency Lerma/ has been named agency of record for Brown-Forman’s Diplomático Rum in the United States. 

The agency will lead strategy, creative development and organic social management. Initially, the agency’s focus will be driving growth among U.S. Hispanic consumers. 

Diplomático is considered a “super premium” brand. According to the agency the opportunity in the U.S., is twofold: grow awareness of the brand and re-energize the rum category by connecting with drinkers “seeking more elevated, experience-led choices.” 

Lerma/ was selected following its prior work with Brown-Forman’s ready-to-drink cocktail brand New Mix and its ability to pair category expertise with a “culturally fluent strategy.”  

“Our ambition for Diplomático is to grow the super premium rum conversation in the U.S. with clarity and intention,” said Camille Zahniser, VP, Group Brand Director, Emerging Brands (US & CAN), Brown-Forman. “Lerma/ understands how to build brands through culture in ways that drive both relevance and results.”