Goslings has secured a three-season marketing tie-up with global sailing league Sail Grand Prix (SailGP) for the Bermudan company’s namesake rum and ginger beer brand.
The arrangement, financial details of which were not disclosed, sees Goslings named the ‘official rum and ginger beer supplier’ across “select” SailGP events. The partnership will kick off in the family-owned company’s home market, at the Apex Group Bermuda Sail Grand Prix, on 9 May.
The tie-up will see Goslings front “immersive race stadium fan activations”, branded bars serving the trademarked Dark ‘n Stormy cocktail and hospitality-area pop-ups.
A 20-second ad (below) called ‘Storm Meets Speed’ has also been created to mark the partnership. Global Drinks Intel has asked for further details on marketing plans.
Following this season’s Bermuda debut, Goslings is set to partner with SailGP on four events in 2027 and four more in 2028.
In February, Goslings secured Paragon Brands as its UK distributor to “accelerate” the presence of the brand’s rum portfolio in the market.
