DEERFIELD – Beam Global Spirits & Wine, Inc. [Fortune Brands, Inc. (NYSE:FO)], the leading American spirits company and Cruzan® Rum, the fastest-growing rum brand among the top five brands in the U.S., today announced a new advertising campaign that showcases the U.S. Virgin Island of St. Croix, its people and the legendary rum that has been made there since the 18th century. The Legendary Rum of St. Croix campaign reflects the liveliness and vibrancy of the Caribbean and reminds legal purchase age consumers that Cruzan is a handcrafted, premium, quality rum that has been made there for generations.
Aimed at legal purchase age consumers who are always up for new adventures, the Legendary Rum of St. Croix will be brought to life in out-of home media buys with a focus on the key markets of Florida, Texas, New York, New Jersey, Seattle and Southern California.
“In an era when most spirits have a gimmick, hook or fancy tagline, Cruzan Rum has been bringing something far more authentic to the rum category since 1760,” said Anne Cyron, senior director, cordials and rums, Beam Global Spirits & Wine, Inc. “Our new campaign focuses on the target Cruzan legal purchase age consumer who is looking for a refined and sophisticated rum that captivates.”
Currently operated by Gary Nelthropp, master distiller and president, Cruzan was created by, and for, the people of St. Croix. The Nelthropp family has been making Cruzan for the past three generations and has been involved in the sugar and rum industries since the 18th century. The Legendary Rum of St. Croix brings to life the spirit of the island and Cruzan – friendly, leisurely and unpretentious. Shot by renowned photographer Nadav Kander, the ad images have no actors or sets. St. Croix locals, Crucians, are featured in their everyday lives on the island.
“Beam Global prides itself on developing bold, innovative, creative and unique campaigns that engage our consumers in meaningful ways,” Cyron continued. “We have been committed to investing in Cruzan by increasing growth and consumer awareness.”
The Legendary Rum of St. Croix campaign will officially kick off during a Dave Matthews Band concert at the Cruzan Amphitheatre in West Palm Beach, Florida on August 14. Attendees will be able to view campaign signage, purchase “Legendary” Cruzan cocktails and play the Bimini Ring Game, a traditional Caribbean pastime, throughout the amphitheatre. A steel drum band will also be on hand prior to the concert to add to the island-ambience.
The Cruzan portfolio consists of Cruzan® Aged Light Rum, Cruzan® Aged Dark Rum, Cruzan® Single Barrel Estate Rum, Cruzan® Black Strap Rum, Cruzan® 151˚ Rum and 10 flavored rums infused with extracts, such as vanilla, coconut, guava and black cherry. The brand sold approximately 720,000 cases of premium rum worldwide in 2008. Cruzan is sold in the U.S., the Caribbean, Canada, Spain and the Nordic countries. In the U.S., Cruzan is available in 50 ml, 200 ml, 375 ml, 750 ml, 1L and 1.75L bottles.
Fallon Worldwide designed all advertising, point-of-sale and sales tools for the Legendary Rum of St. Croix. Chicago-based Starcom coordinated all out-of-home media buys. All on-premise event executions and experiences will be led by Relay. SHIFT Communications in Boston leads consumer media and influencer outreach while Qorvis Communications in Washington, D.C. drives all business and trade communications.
