The Challenge

• Develop and execute a global brand repositioning for Flor de Cana - The Slow Aged Rum to ensure relevance to an international target audience and achieve 1MM 9L case sales by 2015

The Strategy​

• Re-position brand and develop new marketing communications campaign to appeal to a geographically diverse audience of spirits consumers

• Revise & update packaging and all brand assets across 7 products and 42 individual sku's

• Create new Ultra-Premium Rum, $160/btl, to help improve quality perception across range and generate incremental sales volume and revenue

The Results

• New packaging received universally approved by trade and more importantly, existing Flor de Cana consumers

• New Campaign was executed across 40 countries with new brand assets distributed via Digital Brand Box for local adaptation and copy translation

• New Flagship Centenario 25YO Rum, awarded Best Packaging and Double Gold Medal at International Wine & Spirits Competition, San Francisco

• Sales Volume surpassed 1MM cases by Q1 2016.