Mount Gay Rum

In March 2010, we were approached by the team at First Drinks Brands to pitch ideas for a summer sampling campaign for that iconic Pernod Ricard brand, Mount Gay Rum.

The brief was to convey Mount Gay Rum’s premium credentials, authenticity, versatility to as wide an audience as possible – and to make it relevant to them. We built a premium rum shack – a cross between a beach hang-out and a 5-star hotel bar – and took it around the UK, from London to Henley and finally Cowes.

Our team of mixologists worked hard to develop approachable serves – including the brand new Mount Gay Banjan – and also partnered with Papa Jules of Mahiki fame to create the Caribbean Coalition cocktail in time for the General Election.

The Mount Gay Rum Shack became a must-attend venue at each event, sampling and selling cocktails to thousands of visitors. In addition, PR, sampling and visibility teams ensured that the experiential effort was reinforced throughout the local area – you certainly couldn’t move in Cowes during the regatta without noticing Mount Gay, for the town was saturated with messaging.

Results
47,000 samples from the MGR Shack
2,200 cocktails served to VIPs during evening events
1,546 cocktails bought from the bar (of which 962 were paid for)
Effective support to Cowes Week sponsorship