Mission & story

Develop a super premium rum brand that takes category leadership by revitalizing America’s respect and desire for the spirit. We were entrusted to create a rum brand, in partnership with the Mahalo Spirits Group, around the spirit and ethos of Ernest Hemingway and his love for adventure. Hemingway was an author, freethinker, sportsman, and bon vivant. Always a pioneer and pathfinder. Never a spectator. Rather than make a “Hemingway rum,” we wanted to create a rum that Hemingway would be proud to drink. Not just a brand, but an aspirational lifestyle encouraging others to live as boldly and fully as Hemingway did.

Results

• Currently in 23 hand-selected states nationwide, distribution continues to grow.

• Launched in Southern Florida in March of 2013, Pilar was sold out by the first week of May, meeting its year-end sales goals in less than two months.

• Papa’s Pilar Dark was rated by Nielsen as the second-fastest growing rum in Florida and among the top three in growth in most of its key markets as of Sept. 2014.

• Papa’s Pilar Dark - Double Gold San Francisco World Spirits Competition

• Best New Rum of the Year - Caribbean Journal

• Papa’s Pilar Blonde - Best Gold Rum of the Year - Caribbean Journal

• Best in Class Gold - International Miami Rum Renaissance Festival