Puerto Rican rum distilleries want to let the world know that the island is open for business and ready to serve up some liquid silver and gold. The distilleries and other representatives of the rum industry on the island, the secretary of the Department of Economic Development and Commerce (DEDC), Manuel A. Laboy Rivera and the executive director of Rums of Puerto Rico, Alexandra Salgado Colón, launched the Rums of Puerto Rico promotional campaign, “The Rum Standard.”
Unlike bourbon that is a distinctive product of the United States, rum has no legally recognized country of origin. There are however legal definitions of regional rums. In the case of Puerto Rican rum it has at least four key components.
Puerto Rican Rum Standard in 4 Steps
The Rum Standard
The new advertising campaign and the relaunch of the RumCapital.com website will serve as a tool to expand the knowledge base of the rums of Puerto Rico.
Manuel A. Laboy Rivera said “It is an honor for me to share the final product of a team effort, carried out with pride and with the satisfaction that it will contribute to the international promotion of Puerto Rican rums and, therefore, the economic development of the Island.“
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$300 Million Impact on the Local Economy including 700 Direct Jobs
The DEDC Secretary stressed that this industry generates more than $300 million annually to the local economy and represents 700 direct jobs in rum distilleries.
“We are convinced that the Puerto Rican rum industry can increase its contribution to the development of our economy. We will continue to support it because it is a local product of great quality that has gained international recognition. It has enormous possibilities of growth. And we will continue working to make it so. This promotional campaign is part of that effort. And, the best thing is that the protagonists are the hard-working hands, that for decades have taken this industry to the place it now occupies,” emphasized Laboy Rivera.
The campaign consists of seven videos, five minutes each, that summarize the history and the process of making each rum. And a one-minute video that summarizes what the Rums of Puerto Rico brand is all about.
The Rums on Puerto Rico include the following brands.
- Don Q
- Ron del Barrilito
- Club Caribe
- Caliche Rum
- Trigo Reserva Añeja Rum
The campaign emphasizes that the Rums of Puerto Rico are the example to follow – “When it comes to rums, this is the standard rum.”
View all Puerto Rico Distilleries.
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