Brief

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

Idea

Mount Gay is a premium craft rum brand over 300 years old, and the oldest rum in the world.

With a view to premiumization, the RÉMY COINTREAU group brand has been re-anchored in its history by placing 1703, the year of its birth, at the heart of its brand identity.

A total "crafted & refined" repositioning was created on every element of the mix to re-launch this cult Barbadian brand internationally.