HAVING a sip of great tasting rum is always a treat, whether you are coming from a long day’s work or just to relax.
The guys at Ginebra San Miguel recently launched their newest rum, the 67.5 proof Añejo Gold Medium Rum, during their staging of Tripscape at Bondi and Burke, Davao City last October 21, 2017.
“We really thought about this for a long time. The process is basically we talked to our target market, the millennials, and we try to understand what they are looking for in a liquor brand. Sabi nila ayaw nila ng sobrang lakas kasi masagad, ayaw naman nila ng sobrang light because bitin siya. So we came up with this medium concept where yung proof niya, is between your 80 proof and 50 proof rum,” said Henry Simon, Ginebra San Miguel, Inc. new product development brand manager, in an interview with Kape Diaries.
The company said in a statement that the Añejo Gold Medium Rum is made from alcohol that has been aged in oak barrels for 12 years and then blended with high quality ingredients.
“Because of that you have a balanced taste, more flavor and less alcohol taste. It is easier to drink but at the same time you feel that hit and get that bittersweet taste you are looking for in a rum brand,” Simon said.
Aside from this exciting new product, Simon said Dabawenyos who love rum can get a first taste of the Añejo Gold Medium Rum as it will be soon available in local bars and restaurants in Davao City. The rolling out of the product in local sari-sari stores and the supermarkets will then follow.
“Within a month you will probably get it anywhere here in Davao,” he said, adding that the Añejo Gold Medium Rum is made available in 350ml sizes.
Simon said the reason they are launching the product first in Davao City due to it being a strong market for rum.
“We saw the importance of the area in terms of the market. It is probably one of the bigger contributors [to the sales]. What better to go into the market kung saan malakas ang rum,” he said, adding that they will be able to see how the new product will perform here.
Meanwhile, Davao City-based social media influencers and some members of the media were also able to try the Añejo Gold Medium Rum during the Tripscape event, which was hosted by Samantha Purvor, Miss Earth Philippines – Water 2012.
The event highlighted local visual and performing artists. Works by Resa Embutin, digital artist; John Amor, visual artist and illustrator; and Joey Chio, photographer, were displayed throughout the restaurant. There was also a live art by the Davao Pen Society on calligraphy. Maan Chua, Ceejay Sagarino, and Jad Montenegro also serenaded the guests during Tripscape.
Mixologist Enzo Lim was also at the event to present to the guests some concoctions they can do with the Añejo Gold Medium Rum.
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