Edrington has released details of a marketing push for Dominican rum brand Brugal in the US.
Commencing this week, the campaign consists of “multi-channel” assets led by out-of-home placements in “high-footfall areas” of Miami and New York. Supporting the ads, which will push the “deep commitment to rum mastery” of Brugal’s founding family, are digital elements, including “website banners, paid and organic social media, search and YouTube”.
Financial details about the campaign were not disclosed.
Brugal’s current rum master, Jassil Villanueva Quintana, is the great-great-granddaughter of Brugal’s founder, Andres Brugal, who set up the brand in 1888. Edrington acquired majority control of the mark 17 years ago.
The Scottish company, which also owns single malt The Macallan, trimmed its portfolio just over a year ago, offloading blended scotch whiskies The Famous Grouse and Naked Malt to William Grant & Sons for an undisclosed sum.
