GOSLING S RUM BRAND GUIDELINE 2016
BRAND IDENTITY
PERSONAL WORD As the 7th generation of Bermuda s oldest family business I am proud to say that today we are preparing the 8 th Generation to take over one day. Gosling s voyage dates back to 1806 when one of my ancestors owned a liquor store in England and he loaded a shipwith 10,000 Sterling worth of wines and spirits and sent his son James on a voyage to Virginia. James got out of supplies and ended up in Bermuda. Around 1850 James started experimenting withthe ageing and blending of various distillates and came up with a wonderful product. They weren t very good at marketing, but they took a sip of it and said: Wow, this tastes like really old rum so they called it Old Rum, and so that s what it was called all the way until after World War I when tourists started coming to the Island. The tourist wanted to take home the rum, so they started collecting empty Champagne bottles from the Royal Navy s officer s mess, which were the strongest to travel with, filling them with rum and covering the cork with black sealing wax. There was no label back than and after 45 years of hearing people affectionately referring to it as Black Seal Rum theydecided to change the name officially and bythis point it is Bermuda s best selling spirit and export product.
THE BRAND Gosling s Rums are unique, versatile and award winning quality rums. Strong heritage and credibility. The Dark N Stormy cocktail (one of the five trade-marked cocktails) unique, widely accepted and mandates the use of Gosling s rum.
AWARDS Goslings Black Seal! Scoring a 96 Black Seal won the Platinum Medal and the Best Buy award at the World Spirits Championships.! Best Dark Rum following the international Rum Expert Panel! Platinum Medal and the Best Buy award at the World Sprits Championships Goslings Gold Seal Rum! Winner of the Silver Medal San Francisco Spirits Competition, 2016 Goslings Old Rum! Winner of the prestigious Double Gold Medal San Francisco Spirits Competition, 2005! Winner of the Caribbean Journal Rum of The Year 2012! By Shanken given the Hot prospect award IT SAYS MORE THAN A THOUSAND TV ADS. Proud Winner of The Coveted Platinum Award
Portfolio Gosling s Black Seal Rum Black Seal is rich, smooth, full-bodied and nuanced with butterscotch, vanilla and caramel. Dark copper mahogany color. Aromas of rocky road ice cream, toasted banana bread, sassafras, licorice, and caramel latte with a supple, fruity medium-tofull body and a spicy, toasty graham cracker, fennel and chocolate espresso bean accented finish. Tasty dark rum for tiki cocktails. Goslings Gold Rum The first new product in over 100 years is a world apart from traditional amber rums. Robust, yet remarkably soft. The result of years of sipping and perfecting, its intricate, luscious character lives up admirably to its impressive lineage. By using only the finest distillates in strict accordance with techniques handed down over six generations, they finally created a distinctive amber rum that is impressing demanding rum enthusiasts everywhere.
Portfolio Gosling s Ginger Beer Making a delicious Dark n Stormy is a breeze. As always, start with two ounces of deep, rich Gosling s Black Seal Rum in a tall ice-filled glass. Then, top with our perfectly balanced ginger beer; the only ginger beer created strictly to make Dark n Stormy cocktails. Only our Black Seal Rum makes a Dark n Stormy genuine. Only our Ginger Beer makes it perfect. Gosling s Family Reserve Old Rum Appropriately called Gosling s Family Reserve Old Rum, it s crafted fromthe same incomparable Bermuda blend as our renowned Black Seal Rum. But, its aged in our dark barrels even longer, until it acquires an extra luscious, nuanced complexity much like a rare Scotch or Cognac. Consider it the ultimate sipping rum. So we carefully hand label each bottle, dip it in wax, number it, encircle it with a metal band, then place it in a straw-filled wooden box reminiscent of days past.
BRAND STRATEGY
POSITIONING SUMMARY Key Consumer Need/Insight Brand Essence Key Brand Benefit Brand Positioning Summary Objectively, Gosling s Rums satisfy the need for high quality, super premium and ultra premium rums ideal for mixing or sipping. On a more subjective level, we offer an opportunity to experience the taste and romance of a relatively rare, hand crafted Bermudian rum. Target market is a broad demographic of specialty premium rum enthusiasts, life style conscious professionals, yachtsmen and sports-minded consumers. Although positioned within the same category with other imported premium rums, Gosling s Black Seal rum and Gosling;s Gold Seal Rum are distinctive, award winning and unique. Unique, versatile and award winning quality rums. Strong heritage and credibility. The Dark n Stormy cocktail is unique, widely accepted and mandates use of Black Seal. Scarcity equals desire By leveraging the fact that we are not on every bar in America and turning it into a strong advantage. Not mass distilled Gosling s Rums are craft-made in small batches. Taste is in the Bottle The flagship product, Gosling s Black Seal rum, consistently fares well in legitimate competitions and product reviews, scoring at or near the top of its price category. Gosling s Gold Seal and Family Reserve Old Rum have already won top honours in their categories. Not available everywhere like most things precious, Gosling s Fine Rums may be a little hard to find. Having brand awareness in excess of availability among the trade offers certain communication advantages. Maximizing the Bermuda connection lifestyle, heritage, tradition and culture.
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