Beverage importer looks to move rum from sand to cities

Louisville, KY: What the late '80s did for vodka, Brown-Forman is hoping to do for Appleton Estate Jamaica Rum. The importer of wines and spirits has hired Glasure Group to help create a campaign to target 25- to 39-year-old business professionals.

Louisville, KY: What the late '80s did for vodka, Brown-Forman is hoping to do for Appleton Estate Jamaica Rum. The importer of wines and spirits has hired Glasure Group to help create a campaign to target 25- to 39-year-old business professionals.

Rum is known in the US as the "sun and sand drink," said Chuck Shive, marketing manager at Brown-Forman, "while we want it to be known as an urban contemporary drink."

By bringing Appleton promotions to trendy clubs, Brown-Forman hopes to transform the image of rum from frozen cocktails into one that shows that "rum can do anything vodka and whiskey can, just better," according to Jack Glasure, president and founder of the agency.

Appleton Rum is also an official sponsor of the Ultimate Sports Adventure, a fundraiser where two guys travel on a 35,000-mile road trip in an RV to raise money for charity. By supplying the duo with rum, Appleton "wants rum to evolve as these guys evolve into high-class men," said Glasure.

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