Panamanian rum brand Ron Abuelo has announced the global launch of its Finish Collection, which is aged for 15 years in American oak barrels.
The range is available in three variants that have been finished in European sherry, cognac and port casks: Napoleon, with ripe autumn fruit flavours; Oloroso, which has a balance of fruit sweetness and citrus notes; and Tawny, with layers of red fruits and summer berries.
Ron Abuelo said The Finish Collection was successfully tested in France and the US for a year prior to its introduction.
To coincide with the launch, a new ad campaign called ‘a new adventure in rum’ has been created by Abuelo’s global agency Purple Creative.
Ron Abuelo president Luis Varela said: “These are rums with a Panamanian heart and a pioneering soul. Our Finish Collection features our most treasured reserves, which have been carefully aged for at least 15 years in American oak barrels, then finished in sherry, cognac and port casks.
“We took our inspiration from some of our favourite spirits and places in the world, to create expressions for both serious rum enthusiasts and new fans alike.
“The stunning campaign that Purple Creative has delivered perfectly expresses the beauty of the places, the great drinks they produce and the adventurous extra flavours they impart.”
Purple Creative founding partner Andy Harding added: “Ron Abuelo is a company deeply rooted in tradition, but which also constantly looks to the future of rum-making – a philosophy reflected in The Finish Collection. Our ‘new adventure in rum’ campaign showcases the meeting of minds between Panama and France, Spain and Portugal.
“We commissioned a hugely talented artist called Sarah Maycock to bring our ideas to life, using evocative watercolours that capture the craft, romance, vibrant colours, unique personality and the adventure inspired by each European inspiration. This was delivered as a full integrated campaign including a variety of animated digital out-of-home ads and social video, imagery and release strategy.”
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