The campaign features Cruzan’s home - the US Virgin Island of St. Croix. The ‘Legendary Rum of St. Croix’ campaign reflects the liveliness and vibrancy of the Caribbean.
The campaign focuses on the key markets of Florida, Texas, New York, New Jersey, Seattle and Southern California.
Anne Cyron, senior director, cordials and rums, Beam Global Spirits & Wine said: “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.
“Our new campaign focuses on the target Cruzan legal purchase age consumer who is looking for a refined and sophisticated rum that captivates.”
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. 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¢ª 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 US, the Caribbean, Canada, Spain and the Nordic countries.