How do you reposition the brand Mount Gay so that it can compete with its rival premium whisky and cognac brands?


Mount Gay Rum is an artisan brand of where the highest premium rum is 300 years old, the oldest rum in the world.
In the optic of making the brand more premiums, the brand group RÉMY COINTREAU anchored the brand around its history. This was done by putting the year of its birth, 1703 at the heart of the brand’s identity.
An aspect of ‘craft’ was also included, so as to link the brand to the current trends in the luxury universe.
A total repositioning, ‘crafted & refined’ for each element of the mix to re-launch this cult brand from Barbados.