Santa Teresa 1796 Ron de Solera

1796 Ron de Solera is the flagship product of the Hacienda Santa Teresa, in the Valleys of Aragua, Venezuela. This spirit is widely recognized as the best rum in the world.

Challenge

Create a brand capable of captivating the most diverse global audiences with a message of universal value. The objective is to displace other products that have been competing in the international super premium rums market for decades.

Solution

We decided to highlight the fact that 1796 is produced by young ex-criminals who learned to master the ancient method of Solera. Backing the brand, is the conviction that the quality of the product is the result of a change of energy: the passage from destruction to creation. Thus, 1796 was positioned as a Purpose-Brand.

Cultural Code: Redemption

1796 Ron de Solera is now aligned with some of the great global brands with purpose (Stela Artois, Toms, Warby Parker, Patagonia, Dove). The purpose of 1796 is to redeem the young excriminals of the Aragua State and to give them a route to rebuild their lives. The consumer understands that when buying a bottle of 1796, not only gets the best rum in the world but an instrument of social change.

Under our signature

Positioning

Brand Statement

Brand Book

Santa Teresa – 8

Santa Teresa – 8

Santa Teresa – 7

Santa Teresa – 7

Santa Teresa – 6

Santa Teresa – 6

Santa Teresa – 5

Santa Teresa – 5

Santa Teresa – 4

Santa Teresa – 4

Santa Teresa – 3

Santa Teresa – 3

Santa Teresa – 2

Santa Teresa – 2

Santa Teresa – 1

Santa Teresa – 1

Leave a Reply