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Pyrat Rum Launches New Consumer Awareness Effort
Date: 02/24/09
LAS VEGAS – Encouraging consumers to “follow their path to enlightenment,” a new interactive website created for ultra-premium Pyrat rum gives people an opportunity to experience the brand and learn more about this mystifying Caribbean spirit.

The new site (www.pyratrum.com) marks the first time that The Patrón Spirits Company, worldwide marketer of Pyrat rum, has created a consumer-focused brand campaign to support this high-end spirit. Trade-focused print advertisements for Pyrat, “the enlightened ultra-premium dark rum,” also began appearing in 2008 in beverage alcohol trade publications.

“Rum was one of the top growth categories in the spirits industry last year, up 3 percent from 2007,” said Matt Carroll, chief marketing officer at Patrón Spirits International. “As the popularity of rum continues to increase, we see great potential for more people to discover and enjoy our portfolio of ultra-premium Pyrat rums.”

After first engaging site visitors with questions that encourage them to “discover the depths of their own social enlightenment,” site users are then led into the “Hoti’s Den” (the iconic “Hoti” figure is the Zen patron saint and protector of fortune tellers and bartenders found on the medallions that have long adorned bottles of Pyrat rum). Once inside, people can find interactive and engaging flash components that include cocktail recipes, the history of Pyrat rums, a newsletter opt-in, and an entertaining quiz to determine just how socially enlightened they are (“the socially enlightened never turn down an invitation to a cocktail party,” the site reminds people.)

“Pyrat rums have developed quite a following among people who not only enjoy ultra-premium dark rum, but who also enjoy the brand’s unique persona and heritage,” added Carroll. “Creating this website allowed us to really dig deep into what makes this rum so special, and tell the story of why Pyrat is truly so exceptional.”

The site was created by Click Here, the interactive branding unit of Dallas-based independent The Richards Group.

In addition to the new website, The Patrón Spirits Company has been building consumer awareness for Pyrat through sampling and innovative cocktail creations at high-profile events throughout the country.

Pyrat rums are characterized by their toasted apricot taste and amber color, and are smooth and gentle on the palate, not heavy or harsh. Pyrat rums are delicious in a snifter with a small amount of ice and a lemon twist, or mixed in a cocktail. The Pyrat portfolio includes Pyrat Cask 1623, Pyrat XO Reserve and Pyrat Pistol. Similar in color and body to a rare cognac, Pyrat Cask 1623 is a limited production, very fine aged dark amber rum which takes its name from the year that rums first began being distilled in the Caribbean. Pyrat XO Reserve is a blend of rums, some aged as much as 15 years, that are perfectly balanced to produce an exceptionally elegant, smooth and delicious medium body rum. The Pyrat Pistol blend is similar in flavor to the ultra-premium Pyrat XO Reserve, though slightly lighter in body.

In addition to Pyrat, The Patrón Spirits Company’s portfolio also includes the Patrón line of ultra-premium tequilas, Gran Patrón Burdeos, Gran Patrón Platinum, Patrón Silver, Patrón Añejo, Patrón Reposado, Patrón XO Cafe (tequila and coffee liqueur), Patrón Citrónge (fine orange liqueur), and Ultimat ultra-premium Polish vodka. For more information about the Patrón Spirits portfolio, please visit www.patronspirits.com. And to learn more about Pyrat rums and to test yourself on your own social enlightenment, log on to www.pyratrum.com. 

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