Cruzan Rum’s Estate Diamond Distiller’s Collection is repositioning the brand with a new identity developed by strategic branding agency Webb deVlam that celebrates its premium quality and 250-year-old Caribbean heritage, as well as sets it apart from fruit-flavored rums.
Cruzan recognized that there was a growing band of “casual connoisseurs,” people who enjoy premium rums, preferring to sip and savor. The company asked Webb deVlam to take its Estate Diamond Distiller’s Collection to the next level to appeal to this expanding audience.