Discover the Authentic Spirit of St. Croix with CRUZAN RUM “A Diamond in the Rum” Campaign

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Today, Cruzan® Rum is unveiling the brand’s new campaign, “A Diamond in the Rum.” Meticulously crafted on the island of St. Croix, Cruzan Rum is a unique and exceptional spirit – qualities typically reserved to describe diamonds – and it’s these traits that inspired the latest campaign.

An invitation to discover a taste unlike any other, “A Diamond in the Rum” highlights the authentic spirit of St. Croix and the care that goes into creating the exceptionally smooth, one‐of‐a‐kind taste that makes the award-­‐winning rum exquisite from first sip to last drop. The new digital campaign, created by Walton Isaacson, showcases 3rd generation Master Distiller Gary Nelthropp and highlights what makes Cruzan “A Diamond in the Rum.”

My family has been crafting Cruzan Rum on St. Croix for generations,” said Nelthropp. “From the tropical rain water collected in our wells to the sugar cane molasses, and through each stage of the rum making process, we believe that when you put the best in you get the best out. That’s why our team takes great care to create a quality rum true to the spirit of the island, and I am tremendously proud of the product we produce.

The campaign will be supported throughout 2016 via social media programming, digital support, public relations efforts and retail extensions.

Cruzan is a hidden gem in the rum category, so we wanted to create a new campaign that shared our story,” said Brendan Lynch, Senior Brand Director of Rum & Cordials at Beam Suntory. “‘A Diamond in the Rum’ brings to life our St. Croix heritage and showcases the care that goes into making our rum. And, since every fan can’t visit our St. Croix distillery for themselves, we wanted to bring the spirit of the island to them.”

To view the newest campaign videos rolling out in select markets starting this month, please visit: www.cruzanrum.com/diamond-­‐in-­‐the-­‐rum.

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IT BEGINS WITH JUST A TASTE

Served over ice or in a classic cocktail, such as the Cruzan Rum Old Fashioned, the quality of Cruzan Aged Dark rum shines through in every drop.

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Cruzan® Rum Old Fashioned

1 part Cruzan® Aged Dark Rum

1 tsp Sugar (or one Sugar Cube)

1 Orange Slice

Dash of Bitters

Splash of Club Soda

Method: Muddle the orange slice with sugar and bitters in a rocks glass. Add ice, and remaining ingredients and stir. Garnish with a cherry.

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