UK: The Edrington Group unveils Brugal sampling campaign

By Becky Pile | 29 July 2009

Scottish spirits company The Edrington Group is launching a nationwide sampling campaign this summer for its Brugal rum brand.

This activity forms part of the overall Brugal UK launch strategy in which The Edrington Group's distribution partners, Maxxium UK, will be investing over GBP1m (US$1.6m) in the first 18 months.

The Brugal Lime trucks are touring the country, from their start in Scotland on 1 June to Brighton, where they end the campaign on the 8 August.

Karen Dobie, Brugal brand manager Maxxium UK, said: "At Maxxium UK we are keen to really get behind this brand and this sampling activity aims to drive 25,000 trials of Brugal."

The sampling teams are targeting key city centre locations such as Glasgow, Edinburgh, Manchester, Bristol and London.

Each day the sampling teams are distributing 1,500 limes and Brugal Golden Mojito guides to consumers. This encourages them to visit local outlets and redeem a complimentary Golden Mojito, made with Brugal Anejo, sugar syrup, lime wedges and mint leaves, topped with ginger ale and a stick of sugar cane.

A programme of in-bar sampling is also taking place in each of the cities for five weeks per territory.

Brugal rum is distilled, matured and bottled in the Dominican Republic.

Sectors: Spirits

Companies: The Edrington Group, Maxxium