BAJAN SUN MAGAZINE
OCT 2014
RUM SHOP
TALK
I
t is only in recent times that our island’s rum shops
are dressed in the colours and insignia of the bigger
beverage brands like Mount Gay Rum, Cockspur,
Malibu, Old Brigand, Banks, Heineken, Piton, Hairoun,
to name a few. The marketing specialists most likely
realized the opportunities that the local rum shops
provided - prime real estate that could translate into
vibrant billboard advertising.
other.
Heineken
is
bringing in a close
second and the rum
companies are coming
in a distant third.
This phenomenon on the surface is quite odd considering
that we are talking about establishments that have been
named for the liquor they traditionally sell the most, that
is Rum. But now with the branding marketing concept
(who ever thought of it was brilliant, we have to give
kudos) a huge opportunity for the beer companies to
sway opinion and influence rum drinkers to try a beer
had arisen.
With this turn of events, we would ask – Do patrons still
drink rum? The answer, much to the relief of the rum
distilleries, is yes: they purchase their liquid of choice in
small flasks (mini bottles of about 12 ounces) and drink
it straight-up, on the rocks, with water or coca cola
mostly.
The first conversation could well have been, “Hey Mr.
Rum Shop Owner, how would you like us to paint your
entire shop for you, with graphics and colors that will
attract people like flies to your doors. And we’ll do it for
free, just for being a great customer of our brand”.
So, as we continue to watch this game, this war of sorts
where the old guard is being beaten back by the
aggressive new comers, we wonder whether the change
of face will also cause a change of name: “What is a rum
shop if people are drinking more of everything but
rum?”. We wait with bated breath.
It would not have taken anytime at all for Mr. Rum Shop
Owner to see the advantages of this offer, being an
ardent entrepreneur and knowing to not let the dollar
pass them by. This inevitably would lead to a bidding
war with the best deal getting the privilege of painting
their logos on any rum store.
As predicted, the Branding Wars are on and Banks Beer
is seemingly on their way to victory. However, the tide
can still turn.
Our unofficial tally of the shops that have succumbed to
this advertising has revealed that the red, brown and
black of Banks Beer are on more rum shops than any
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