Mount Gay launches new campaign

Yesterday was the 315th anniversary for Mount Gay Distilleries. In addition to the motorcade to celebrate, the Distillery also launched a new campaign entitled, ‘Time Well Spent’, while they were on the road.

During an interview at Mount Gay Distilleries headquarters, Raphael Grisoni, Managing Director of Mount Gay Distilleries, told the media that they planned to introduce the campaign during their motorcade to the public.

“Today we are also launching a new campaign at Mount Gay, where the tagline is ‘Time Well Spent,’” he said.

He explained that the visual on the truck was a beautiful picture of Barbados and people in Barbados celebrating Mount Gay, either in a rum shop, on the beach or a luxury villa. He noted that the idea behind the campaign was to remind persons to enjoy Mount Gay with their friend and families.

“The idea is to have a campaign that is very inspirational for the client target and really show that Mount Gay is the ideal rum to be shared with friends. So really, how to stop the clock of the business and day to day activities. So it’s really the messaging behind the tagline ‘Time Well Spent,’” he said.

Grisoni went on to note that one of their major challenges as a rum distillery was that they were still quite small.

“Mount Gay is probably the biggest rum brand abroad, but we are still small compared to the giant of the rum industry,” he said.

“So our main challenge is really our size. However, sometimes that’s a plus because we have the capacity to react more quickly on the key markets, like the US, which is our biggest market, compared to the giants that take much more time to react; but the holdback obviously, is that we have less means, even though, as you know, Mount Gay is owned by the Remy Cointreau group.”

Even though he listed this as the main challenge, Grisoni noted that this helped them to grow as a brand because it forced them to be more reactive and push their brand more and go out and recruit more consumers of Mount Gay day after day.