‘Rums of Puerto Rico’ campaign launched along with RumCapital.com
SAN JUAN — Puerto Rican distilleries, local rum industry representatives, Economic Development Secretary Manuel Laboy Rivera and the executive director of Rums of Puerto Rico, Alexandra Salgado Colón, launched Friday the Rums of Puerto Rico ad campaign, “The Rum Standard,” at Casita de Rones de Puerto Rico in Old San Juan.
The RumCapital.com website, which features sections about the spirit’s distillation process and recipes, as well as a blog and a newsletter, was also relaunched as part of the event.
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 about.
The videos highlight that the island’s rums are world-class, “not only due to their flavor, but because their confection is in the best hands and follow processes regulated by law that guarantee the highest quality,” a release reads.
Laboy Rivera said the industry represents more than $300 million annually to the local economy and 700 direct jobs in rum distilleries.
“We are confident that with this campaign, the production, sale, and export of Puerto Rican rums will continue to grow. With this promotional effort we aim to increase the number of people in the world who know and love Puerto Rican rum. We will present it at events where we participate, in and out of Puerto Rico, and through the various networks of the Government of Puerto Rico that promote the island internationally. The commitment of our administration and Governor Ricardo Rosselló Nevares, is to continue supporting this industry because it is a high quality local product that has gained international recognition,” Laboy Rivera said.
“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 for growth,” he added.