Advertising, Spirit

Put it in your mouth. Smart (ass) marketing from the fine folks at Stolen Rum

Smart marketing from the boys at Stolen Rum. As part of their Open letter to Bacardi, they’ve sent out samplers of Stolen and Bacardi to generate some attention for their brand.

Essentially they’ve done some research and found that 61% of people prefer Stolen Rum over the Bacardi Superior and written this open letter to Bacardi offering up their recipe for the good of rum drinkers worldwide.

As part of their outreach, I received two mini bottles and instructions on how to conduct my very own taste test.

Product A had green bananas on the nose and through the palate. Good sweetness and a rich almost creamy finish. Product B wasn’t quite as sweet, and I got more ethanol of the nose. The palate delivered caramel, banana and notes of cacao that I found extremely pleasing. I also like quite a “dry” mojito, so I enjoyed the slighty less sweet mouthfeel and finish.  Overall it was B for me.

Confirmed by Stolen, sample B was Bacardi. I’m not sure this diminishes their campaign.

As Pepsi proved when they went up against Coke, most consumers will gravitate towards sweetness in this type of activity. As the shift towards Coke 2 and the pull back to the product showed that brands are built on more than taste.

I continue to look forward to receiving smart marketing and award winning rum in my mailbox. While I might not have made the “right” choice blind, my sighted one will always go for the upstart brand trying something different.