Brown-Forman has unveiled a new ad campaign for Appleton Estate V/X Jamaica Rum in the US which it says will "reinvent the rum category and establish the brand as THE premium rum."

"Our research shows that most consumers think of rum as a 'casual party drink' rather than a premium sophisticated spirit spirit," said Erin Schlader, marketing director for developing brands at Brown-Forman. "In much the same way the premium vodka market has exploded, we think there's an opportunity to leverage the quality significant taste advantage of Appleton V/X to help establish the premium segment within the rum elevate the entire category."

With the tagline 'Raise Your Rum', the campaign, created by Cincinnati-based ad agency Northlich, superimposes the image of a hand lifting a glass of Appleton V/X over various backgrounds including a sultry jazz performance, a sophisticated patio party and an upmarket nightclub. A line of copy encourages the reader to "Sip or mix. But always raise."

"This campaign is targeting adult men at a stage in their lives when they're financially and emotionally ready to enjoy finer things," said Schlader.  "We want to convince them to 'move up' in their choice of rum the same way they're 'moving up' in their choice of car, clothes and travel, among other areas of their lifestyle."

The ads are to be placed in magazines such as Cargo, Complex, FHM, GQ, Maxim, Men's Journal, Playboy and Sync.