Zacapa Rum: Diageo Reserve Brands Group
Brief
• Zacapa Rum, a new addition to the stable of Diageo Reserve Brands, is one of the finest and most celebrated rums in the world. Produced in Guatemala, Zacapa is the result of a unique combination of soil, climate and natural materials brought together with skilled distillation and a unique aging process that takes place 2300metres above sea level, high up in the cloud forests of Guatemala.
• GSC designed a strategy to help deliver on the following objectives for the brand:
• Establish Zacapa as the ultra premium rum of choice amongst the high endconsumer across the international market place
• Raise consumer awareness of Zacapa’s unique proposition
• Educate audiences internationally on Zacapa’s heritage and cultural roots
• Generate media coverage in elite as well as more broad-reaching international titles
• Stimulate understanding and interest around rum as a premium serve
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Solution
• GSC worked with Zacapa to create a luxury international press trip for 6 key lifestyle and travel journalists. The mission was to help them to discover for themselves, the world’s most premium rum in the country of its origin – Guatemala
• Press were taken on a five day journey of discovery around Guatemala, from the frst planting to the final serve. Guest media visited the Zacapa sugar cane fields and distillery and explored the magic and mystery of Guatemala; from hiking Pacaya Volcano, to the Maya ruins at Tikal. All aspects of the trip were tied back to Zacapa rum through the regions visited.
• A tasting evening with master blender Lorena Vasquez taught journalists about the flavours, aromas and textures of the three different Zacapa Rum blends. A series of Zacapa dinners featured local Guatemalan chefs creating signature dishes using Zacapa rum to showcase its versatility and flavour.
Results
• GSC maximised the impact of the press trip, selling-in and supporting 12 pieces of high-impact international media coverage, with each journalist writing more than one piece. Highlights included The Times Online, Saturday Telegraph Magazine, Prestige (US, Singapore, Malaysian and Thai editions), Il Sole 24, Il Sole 24 LUXURY Online, Wide World Online, Men’s Health and Esquire Online
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