FAIR. Extra Old Rum 5 Years Old
FAIR. Extra Old Rum 5 Years Old, Made exclusively from Fairtrade certified sugar cane rom Belize, grown using organic and sustainable farming methods. Fair Extra Old is a wonderful rum aged in ex American Oak barrels, imparting an added layer of spicy notes and long finish. This rum hails from Belize a Central American country which shares it eastern shoreline with the Caribbean sea. I have reviewed a couple of rums previously from Belize. One bottled directly by their largest rum operation Travellers and one which was produced for a third party – much like this FAIR rum.
FAIR, the World’s first Fairtrade spirits brand, is distributed in the UK by our client, Mangrove UK, which manages over 20 global premium spirits brands. FAIR’s vodka and Café liqueur were launching across Waitrose stores UK-wide at the end of January 2019 and we were tasked with achieving coverage of the launch in consumer media titles.
Timing allowed us to capitalise on Fairtrade Fortnight in February and Mother’s Day including promotion of the perfect serve for an Espresso Martini. We created a consumer media list including features writers of the national press, food and drinks writers from national supplements, lifestyle magazines, bloggers, food and drink publications and Fairtrade publications.
The media list allowed us to prioritise key targets for a direct pitch to sell in the story as well as distribution of samples to key targets. A follow up and phone round of journalists enabled us to personalise the story to their requirements. In addition to an initial news release about the launch, we also followed up with a product mailer targeting Fairtrade fortnight.
Coverage of the launch was achieved in 25 relevant consumer titles both in print and online, with a total potential readership of almost 2.5 million including the BBC Good Food Magazine, the Daily Mirror and the Daily Record.