Online survey

We desided to look closer at customer's attitude to rum and run a 2 weeks-online survey.
Here are the results of it:

Trying to generate meaning

The history of rum is inseparably linked to the sea. While Captain Morgan capitalizes on the history of pirates and rum, Barcardi has evolved to associate the drink with a more distinguished image. The publicities of captain morgan tend to focus more on funny situations that sometimes includes Captain Morgan the character while Bacardi presents its products as being chic and classy. This is a perfect example of two brands selling a similar product that uses opposite signification to advertise. They both refer to tradition but in a different way. Barcardi uses tradition to illustrate the expertise and the sophistication of the brand. Captain Morgan uses tradition to illustrate that they kept the roots of the liquor but with a humorist touch. Hence, Captain Morgan sells dark and spicy rums, darker rums are often associated more with authenticity and legacy. Bacardi also sells dark rums, but their ads campaigns mostly focus on white rum based products. (Overall, dark rum sales are declining while white rum sales are rising.)

The brands are more symbolic than functional. The competition is very intense in the alcohol industry and companies have to find a way to differentiate themselves among others. Despite the new flavours, these brands focus on emotions to sell. They are trying to generate a meaning that talks to people. The sociocultural aspect is important.  Despite the fact that they focus on different aspects in their advertisement, Bacardi and Captain Morgan are both trying to associate their products with a lifestyle; partying, having fun, being with friends.

Do you love rum, Survey time!

Please let us know what you think about rum by answering our survey! :)

http://freeonlinesurveys.com/rendersurvey.asp?sid=j9xflhc89k4wj9p1006384

Competitor Brand "MYER'S RUM" The Vintage Advertisements.

MYER'S Rum is produced by Diageo PLC.

Myers's Original Dark is supposedly considered to be darker than any dark rum.
Myers's Platinum is Jamaican white light rum. This platinum adds flavour to cola, juices and blended drinks.
Myers's Legend is 100% Jamaican pot still rum aged 15 years.

Myer’s is commonly used for mixed drinks.

Types of flavored Bacardi

Bacardi límon

Named after the spanish word for lemon Bacardi límon is a unique blend of Bacardi Rum infused with a combination of a 100% natural lemons and limes

Bacardi Peach Red
Bacardi Peach Red brings frech peach flavour to the heart of any cocktail. Sweet nectar from 100% natural california freestone peaches are infused with smooth Bacardi Rum for the perfect taste of peach.

Bacardi Razz
Dark and sweet marion berries plus slightly tart red rasberies create a Bacardi Rum that's bursting with the flavour of the freshiest berries.

Bacardi O
100% natural tangerines, mandarin and valencia oranges are combined with pure Bacardi Rum for an unparalleled taste and aroma that's truly magnetic.

Bacardi Big Apple
A barrelful of the best, juciest, 100% natural apples including Fuji, Golden Delicious and Granny Smith varieties combined with premium Bacardi Rum.

Bacardi Grand Melon
100% natural Watermelons combine with smooth Bacardi Rum for a juicy flavour,, unparalleled aroma and unquestionable style.

Bacardi Coconut
Premium Bacardi Rum joins real coconut to produce a 100% natural, clean, shinning spirit with a rich coconut aroma and a true taste.

Bacardi Dragon Berry
Bacardi dragon Berry has a unique blend of ripe, juicy strawberries and sweet exotic dragon fruit that creates a bold flavour that no other spirit offers.

A COMPETITOR BRAND in the Market
MOUNT GAY RUM " The Rum that invented Rum"

It is the oldest Rum brand in the world existing since 1703

Mount Gay Rum is the emblem of BARBADOS and its Lifestyle.

Mount Gay brings together passion and spirit for the sea. The Mount Gay lovers wear a red cap to signify their link to this rum brand and to the sea which is common in sailors. The sailing world refers to this Rum brand as their drink.

Mount Gay Rum has 4 types of medium-bodied rum collection with key aromas which are ripe banana, sweet almond, Moka and vanilla.

Mount Gay Rum is Barbados!

Types of Havana Club

Añejo 3 Años

The premium cocktail rum

"Light and dry, ideal for a luxury Daiquirí."

Don José Navarro, Primer Maestro Ronero

Havana Club 3 Años, the most prestigious of all white rums, brings a touch of unparalleled class to all cocktails and blends.

Havana Club 3 Años is the most prestigious of all white rums. It brings a touch of unparalleled class to all cocktails and blends. Havana Club 3 Años is the result of blending aged and aromatic sugarcane aguardientes with extra light sugarcane distillates to produce a selection of young rums. This batch of rums is then allowed to rest in white oak barrels after which the Maestro Ronero chooses the best barrels and blends the final three-year-old rum, which is again set to rest, then filtered and bottled.

Añejo 7 Años

The epitome of Cuban rum

"The very essence of aged Cuban rum which I am most proud of."

Don José Navarro, Primer Maestro Ronero.

Havana Club Añejo 7 Años embodies Cuban rum-making excellence and is recognized as one of the best aged rums in the world.

Havana Club Añejo 7 Años is the epitome of Cuban rum. It is a legendary rum which reinforces Cuba’s standing as the birthplace of the finest rums. Within the Havana Club range, Añejo 7 Años embodies all the distinctive flavours, richness and know-how for which Havana Club is renowned.

Añejo Especial

The versatile gold mixer

"…whispers the hidden secrets of premium dark aged rums."

Don José Navarro, Primer Maestro Ronero

Havana Club Añejo Especial is a premium golden rum, combining the lightness of white rums and the robust aroma of dark rums.

Havana Club Añejo Especial is a premium golden rum, a blend of rums aged for up to five years in the ageing cellars of Havana Club, under the watchful eye of Don José Navarro, Havana Club’s Maestro Ronero. As the name suggests, it is something special, a blend of old and young rums that results in a rich, warm gold-coloured rum. Its character combines the lightness of white rums and the robust aroma of dark rums.