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The campaign highlights the uniqueness of Zacapa’s ‘elevated’ maturing process |
GUATEMALA. Diageo has rolled out a new look and marketing campaign for the Zacapa rum brand, for which Diageo has been granted global distribution rights since 1 April 2008.
The redesigned Zacapa bottle was launched in Mexico on 15 April, and will roll out across other regions in Latin America, the Caribbean and the US through July.
The new-look bottle features a hand-woven band of Petate – the iconic Royal Palm leaves. A royal symbol of the unity of time and space descending from the Mayans, it is still being created today by the artisans in Zacapaneca, the hometown of Zacapa, according to Diageo.
Using the marketing tagline “Aged above the clouds, a heavenly rum”, the campaign aims to highlight the uniqueness of the rum’s maturing process.
Ads feature the bottle sitting above the clouds in a mountain setting, to convey an “elevated” quality and “to support the elevation ageing process that sets Zacapa apart”, it added.
Diageo GTME Americas Regional Marketing Director Sandra Vaucher said: “With the distribution rights to Zacapa, Diageo will be launching very strongly in domestic markets in the Americas.
“There will be significant investment and our expectation is that discerning consumers will become even more familiar with Zacapa and the brand’s fantastic proposition. We expect that the travel retail business will grow organically given the high consumer awareness and familiarity with the brand,” she added.
Zapaca’s ageing process
After distillation, Zacapa is transported from the lowlands to a height of 8,000ft to the highest ageing facility in the world. The rarefied atmosphere is said to provide the perfect climate for the slow ageing process, which allows the rum to get the maximum time in contact with the barrels.
Using a hands-on, time-consuming Solera process, each drop of rum is given the opportunity to take the flavour of different types of barrels. The rum will typically be between seven and 23 years old.
The Zacapa rum range includes Zacapa Centenario 23 and the ultra-premium Zacapa Centenario XO.
About Diageo and Zacapa
In February 2008, Diageo and Industrias Licoreras de Guatemala agreed a three-year distribution and joint marketing agreement for the Zacapa rum brand. The agreement runs from 1 April 2008 and gives Diageo global distribution rights, although some countries in Central America including Guatemala will be excluded.
Zacapa represents a welcome addition to the portfolio, as Diageo GTME Americas Regional Director Geoff Biggs explained: “Zacapa is an exciting brand with fantastic potential in the premium rum sector, and the Americas is a key region for its expansion. It has a strong track record in travel retail and we are confident that our new partnership will help achieve its true potential.”
It will be managed as part of the Diageo Reserve Portfolio – a dedicated business for managing its super-deluxe brands portfolio.
“With rum being one of the fastest-growing global categories, Zacapa offers the opportunity to strengthen our position within the super-premium rum category,” said Biggs.
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