To realise their ambitious growth targets, Zacapa needed to recruit new luxury consumers by creating a more relevant cultural platform.
Zacapa’s potential had not been realised due to a mismatch in its ultra premium category positioning & the cultural perception of rum – that it lacks the craft & appreciation associated with other dark spirits.
We evolved Zacapa’s association with gastronomy & made it more relevant to new luxury audiences by shifting the focus away from Michelin star chefs & onto more accessible, bold, creative gastronomic outliers. Drawing parallels between the familiar craft of gastronomy & the craft that goes into Zacapa allowed us to move away from exisiting rum perceptions & position the brand amongst other dark spirits — while celebrating the latin warmth & sweet, accessible taste the sets it apart.
