News Column

Cruzan(R) Rum Welcomes You to the Don't Hurry

May 10 2013 12:00AM

Marketwire

ThumbnailThumbnailCRUZAN(R) PASSIONWAY DAIQUIRIThumbnailCRUZAN(R) CHRISTIANSTED CANNONSThumbnailCruzan(r) Key Lime Rum BottleThumbnailCruzan(r) Passion Fruit Rum BottleLogoTracker

DEERFIELD, IL -- (Marketwired) -- 05/10/13 -- Today, Cruzan® Rum introduces its new marketing campaign that invites rum fans to embrace the spirit of Cruzan®, by visiting the island of The Don't Hurry -- a metaphorical place where life never moves too fast and the Cruzan® Rum is always within reach. The campaign is launching with the introduction of an official "tourism" video for The Don't Hurry that explores the island's laid-back and authentic lifestyle to prove that life -- like Cruzan® Rum -- is more enjoyable when you sit back, relax and take things one smooth sip at a time.

WELCOME TO THE DON'T HURRY™
Consumers across the country will be introduced to the island of The Don't Hurry through an integrated marketing program, which will continue throughout 2013. Kicking off with the island's first official tourism video, followed by a series of humorous video vignettes, the campaign will include PR and retail extensions, robust digital and social media support, local market advertising and a national sampling tour inviting rum fans to adapt more of The Don't Hurry into their lives.

To view the official tourism video, as well as other information from the island of The Don't Hurry, visit: www.thedonthurry.com.

SLOWLY SAVOR EVERY SIP
As they say in The Don't Hurry, your only handheld device should be one with ice cubes in it. So leave your hurries and worries behind with a signature Cruzan® Rum cocktail, made with one of its newest innovative flavors -- Cruzan® Key Lime Rum and Cruzan® Passion Fruit Rum.

Handcrafted by Cruzan Master Distiller Gary Nelthropp, whose family has been making rum for generations, Cruzan® Key Lime Rum and Cruzan® Passion Fruit Rum are crafted using natural flavors and cane sugar to create an exceptionally smooth, refreshing and authentic-tasting spirit that is perfect for sipping slowly while enjoying The Don't Hurry.

CRUZAN® CHRISTIANSTED CANNONS
Ingredients:

•1 1/2 parts Cruzan® Key Lime Rum •1 part Cruzan® Aged Dark •1/4 parts Fresh Lime Juice •1/2 parts Cinnamon Syrup •2 dashes Orange Bitters •Lime Wedge

To Serve: Combine all ingredients in a blender with 1 scoop of ice. Blend for 10 seconds and pour into a highball glass. Garnish with a lime wedge.

CRUZAN® PASSIONWAY DAIQUIRI
Ingredients:

•2 parts Cruzan® Passion Fruit Rum •1/2 parts Fresh Squeezed Lime •1/4 parts Fresh Squeezed Grapefruit Juice •1/4 parts DeKuyper® Cherry Liqueur •1/4 parts Rich Simple Syrup •Thin Lime Wheel

To Serve: Combine all ingredients in a shaker over ice and shake vigorously for 10 seconds. Fine strain into a chilled coupe. Garnish with a thin sliced Lime wheel.

STRAIGHT FROM THE PARROT'S BEAK
"The Don't Hurry isn't a physical island. It is a state of mind and a way of life that can and should be enjoyed anywhere. We put a little bit of the islands into every bottle of Cruzan® Rum and hope to inspire rum lovers everywhere to embrace the laid back mentality we enjoy every day, taking the time to relax and find their own Don't Hurry, wherever it may be."

•Gary Ross, Director of Rum & Cordials at Beam Inc.

For more information on Cruzan® Rum and The Don't Hurry campaign, please visit www.CruzanRum.com, check out our YouTube channel (www.YouTube.com/CruzanRum) or like us on Facebook (Facebook.com/CruzanRum).

About Cruzan® Rum
Named for the people of St. Croix (Crucians), Cruzan® Rum is synonymous with the spirit of the island whose unpretentious and authentic lifestyle proves that life -- like our rum -- is more enjoyable when you embrace the "Don't Hurry" and sit back, relax and take things one sip at a time. The Nelthropp family, who has called St. Croix home for eight generations and runs the distillery to this day, handcrafts each of its rums with natural ingredients and a five-column distillation process. Cruzan® also touts one of the cleanest-tasting rums in the industry -- a characteristic derived from handcrafting a spirit with low levels of fusel oils, a by-product of the distillation process which, if not removed, can taint the smell and taste of the rum.

About Beam Inc.
As one of the world's leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company's brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,400 passionate associates worldwide generated 2012 sales of $2.5 billion (excluding excise taxes), volume of 38 million 9-liter equivalent cases and some of the industry's fastest growing innovations.

Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.

Drink Smart ®

Cruzan® Rum, 21%-75.5% Alc./Vol. ©2013 CRUZAN International Ltd., Deerfield, IL USA
All trademarks are the property of their respective owners.

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MEDIA CONTACTS:
Amanda Shaker
Beam Inc.
(847) 444-7699
Amanda.Shaker@BeamGlobal.com

Amy Clark
DBC PR+New Media
(202) 292-4563
Cruzan@dbcpr.com





Source: Marketwire


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