Effective marketing is essential for success in the highly competitive global rum industry, which is expected to grow at a rate of 5.2% from $13.7 billion in 2022 to $17.7 billion in 2027 It has been. Edwin Hincapie, brand director for Bacardi Santa Teresa Rum, said: shares insights with Portada about a targeted approach for the U.S. market with an emphasis on Hispanic consumers. Hincapie is an everyday champion of the brand, focused on growth in the United States. Santa Teresa is an important Venezuelan brand with a 200-year history. In 2018, Bacardi and Santa Teresa announced a 50:50 joint venture under which Bacardi would be responsible for distribution and marketing of Santa Teresa in all markets except Venezuela.
Hincapie will discuss the brand's overall rum marketing strategy as well as experiential, influencer, digital and shopper marketing strategies.
“Santa Teresa Rum's primary target in the United States is the Hispanic consumer, an important demographic for rum marketing,” explains Edwin Hincapie. He details the importance of targeting the Hispanic market for effective rum marketing, focusing on the states of Florida, Texas, California, Georgia, and New York, where Santa Teresa rum is the largest. doing. “Hispanic consumers have a lower barrier to accessing premium brands.” Santa Teresa Rum is known for its Venezuelan origins and strong brand recognition in Colombia, Panama, and other Latin American countries. It has more significant recognition among Hispanic people. Approximately 40% of U.S.-based Venezuelans live in Florida, and Santa Teresa Rum targets middle- and upper-income groups.
Santa Teresa Rum is targeted primarily at the Hispanic segment of premium spirits drinkers. The entire campaign is more like a general market campaign driven by psychographic and lifestyle elements rather than targeting a specific segment. “Hispanic culture is woven into everything,” Hincapie says. As an example, the recently launched Great Rum, Greater Purpose campaign was shot entirely at Hacienda Santa Teresa in Venezuela. “Everything points to Hispanic DNA,” Hincapie claims.
“Everything suggests Hispanic DNA.”
Experiential Marketing: “Liquid to Lips”
Discussing experiential rum marketing, Hincapie highlights the importance of “liquid to lips” sampling and sports sponsorship as effective strategies in rum marketing. Marlins stadium. Bacardi is a sponsor of the MLB team, the Miami Marlins. The sponsorship also includes the Miami Marlins being the primary sponsor of Venezuelan Heritage Month and the Miami Marlins' media exposure both inside and outside the stadium.
“Our biggest conversion method is 'liquid on the lips,' which includes sampling Santa Teresa rum at Miami Marlins ballpark.”
Digital Ram Marketing: Maximize your online presence
Digital marketing, as well as experiential, is a key marketing driver for Bacardi Santa Teresa Rum. Digital media includes social media and open web advertising opportunities, primarily through our partnership with Martini Media. “Great Rum, Greater Purpose” (see paragraph at the end of this article) is now live December 1stcent Across brand-owned platforms like Facebook and Instagram. Santa Teresa Rum also partners with alcoholic beverage trade publication Shanken Communications, which includes print advertising.
Influencer Ram Marketing: Building Brand Advocacy
“Influencer partnerships are an important part of our rum marketing strategy,” Hincapie points out. Hincapie said the influencers Santa Teresa Lamb uses most are specialty influencers, such as city-specific bar owners and lifestyle influencers. Influencers are tied to a company's social strategy.
Marketing rum in retail: strengthening relationships with shoppers
“Brick-and-mortar partnerships are very important,” says Hincapie, speaking about the importance of retail partnerships in effective rum marketing. His partners include Mega Wine and Spirits, which has a strong presence in Florida. “We are looking at other strong retail partners,” Hincapie said.
Rum marketing and sport: strategic connections
From a psychology and lifestyle perspective, “sports plays a big role in our rum marketing strategy,” says Hincapie. He discusses the integration of sports in rum marketing, including his Alcatraz project, which uses sports such as soccer, rugby, and baseball to connect with target audiences. As for the future, Hincapie rules out any revitalization of soccer, perhaps including a Venezuelan national team (called “Vino Tinto”) or other marketing efforts to capitalize on the Copa America national team championship, which will be held in the United States next summer. I have no intention of doing so.
Great rum, a campaign for a greater purpose
Santa Teresa Rum's latest advertising campaign, “Great Rum, Greater Purpose,” gets to the heart of the transformative journey essential to Santa Teresa's mission. The campaign highlights the meticulous process behind the production of the family-owned brand's famous triple-aged Solera rum, and its ongoing efforts through Project Alcatraz, a social reintegration program run by the Santa Teresa Foundation. A visual exploration of the brand's commitment to exceptional rum craftsmanship and meaningful social impact.
In addition to revealing the artistry behind Santa Teresa 1796 rum, the film highlights the seminal work of Santa Teresa, run by the Santa Teresa Foundation. project alcatraz, Hacienda Santa Teresa not only offers employment opportunities, but also offers a second chance at life by providing psychological support, educational opportunities and the distillation of core values through the unexpected sport of rugby. To do. Through this innovative reintegration program, these individuals become essential team members responsible for producing exquisite rums. The campaign features prominent members of the Santa Teresa team and the broader Venezuelan community, particularly Nancy Duarte, the brand's first female Master Distiller, Antel Herrera, a member of Project Alcatraz, and the esteemed Venezuelan actor and director It stars a certain Cesar Manzano. The creative vision behind the campaign was brought to life by the cinematographer and director. Matt Bendo. The campaign was conceptualized by Only Much Louder (OML), a Mumbai-based content and entertainment media house known for bringing cultural influence to brands, and Venezuelan production company Black Cat created the local film and offers opportunities for collaboration with creative talent.
