Baron's Blood Krelen Rum was created in response to an industry brief asking for a fresh new rum brand targeted at 18-24 year olds. Through research and interviews we found that rum is experiencing a revolution, where drinkers are looking for brands in a mid-tier price range that ditch the tired sailor heritage and embrace new flavours, new stories, from places they don't expect.
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Nathalie Salazar Zúñiga