Barbados rum producer Mount Gay hires agency to position itself as 'the rum that invented rum'

Barbados rum producer Mount Gay has called in Cube Communications to promote it as 'the rum that invented rum'.

Barbados rum producer: Mount Gay
Barbados rum producer: Mount Gay

The campaign will run for 12 months and will include both consumer PR and experiential activity.

The activity will kick off this summer at the Taste of London festival, and will also take place at Cowes Week, where the brand is a sponsor.

Account director Ann Burton said: ‘We'll be positioning Mount Gay as "the Rum that invented Rum" as it is the oldest rum brand in the world. Areas we'll be focusing on include promoting its heritage, its premium credentials and its versatility.’

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