BATEY CONSULTING CASE STUDY – Rum
Raising the bar
A South American rum looked to international export markets for sales growth.
The brand lacked a cohesive strategy and suffered from an incoherent portfolio – particularly regarding packaging (bottles, labels), nomenclature, and price points.
Overhaul of marketing in terms of brand identity, portfolio management, and brand architecture. All created through the optic of a compelling brand story.
Led to the creation of a more meaningful brand with a much more premium image, and a resulting strong bottom-line impact. Put the brand on the map: it reached #2 in leading industry publication Drinks International’s Brands Report (Trending Brands), ahead of products of multinationals with deep resources but shallow brand meaning.