Authentic Caribbean Rum
The West Indies Rum Spirits Producers’ Association (WIRSPA) is a trade association that represents 20 leading Rum producers from the Caribbean. WIRSPA developed the ACR (Authentic Caribbean Rum) Marque as a symbol of authenticity, provenance and quality of the rums within the WIRSPA family.
Working in partnership with apple tree communications in Barcelona, Lionhouse is the creative agency for the ACR campaign – a multi-channel, multi-language programme designed to build, educate and inspire a community of trade advocates including journalists, online influencers and high level bartenders.
Lionhouse has designed and produced the campaign’s key creative elements. We began with a review of the ACR website before writing, designing and producing a number of category reports and guides including ‘The Decade of Rum’ and the ‘Explorers Guide’.
Central to the educational objective of the campaign has been a professional certification programme. We have supported its delivery in the UK and also promoted the ACR campaign at a number of industry events encompassing tutored tasting sessions and masterclasses.
The UK trade community is a highly engaged and socially active audience and so over the course of the campaign we’ve created numerous digital assets including display campaigns, social media posts and film content.
Delivered by a consortium of agencies across Europe, the USA and Canada, the Authentic Caribbean Rum campaign has been a highly effective programme of education and inspiration around the idea and opportunity of Authentic Caribbean Rum.