Bacardi-distributed Santa Teresa rum is highlighting its ‘Project Alcatraz’ ESG project in a new worldwide marketing activation.
The privately-owned Venezuelan brand will use ‘Great Rum, Greater Purpose’ not only to detail its sourcing and production processes but also to promote the social reintegration programme that it has been running for 20 years. The campaign kicked off in all markets last week on Santa Teresa’s social media channels, including Facebook and Instagram.
“Since its launch in 2003, Project Alcatraz has provided social rehabilitation and career opportunities at the Hacienda Santa Teresa to more than 200 ex-gang members and provided education opportunities to more than 2,000 youth participants through Project Alcatraz’s youth prevention programme,” the company said. “Since 2013, Project Alcatraz’s methodology has been implemented across 34 penitentiary centres in Venezuela, spreading the mission outside of the hacienda’s territory and expanding career opportunities to the greater Venezuelan community.”
Bacardi took on the international distribution responsibilities for Santa Teresa just under seven years ago. In September, the brand owner’s global travel retail unit flagged the premiumisation opportunity for rum in the channel as the basis for its namesake brand’s ‘Depth in Every Drop’ activation.
How rum brand owners are racing to catch the premiumisation train – Category Intel
