Lewis Lazare: While breweries are scrambling to come up with a national marketing strategy to elevate beer’s image among a customer base that increasingly has turned to other drink options, a number of major liquor and spirits brands are positioning themselves as classy alternatives to beer.
Add Brown-Forman’s Appleton Estate Jamaica Rum to that group. This month the brand is launching a print campaign with the telling tagline “Raise Your Rum.”
The various executions from Northlich Advertising in Cincinnati juxtapose a photograph of a hand lifting a glass of Appleton V/X over various atmospheric background shots, including a jazz player, an upscale patio party and a high-end nightclub.
The copy includes the line: “Sip or mix. But always raise.”
