Rumpundit

Traditionally, liquor brands allocate less than 1% of their marketing
budget to digital marketing initiatives. By contrast, DonQ Rum invests 30%.

Roberto J. Serrallés, of Serrallés USA, exclusive distributors of Puerto
Rico’s preferred rum, DonQ, announces the launch of LadyData, a digital
collection of advice and answers sourced from hundreds of real women.
Bucking an industry-wide trend toward lavish promotions and tasting
campaigns, DonQ Rum has created a program to generate brand awareness and
ultimately trial by targeting adult men in the places they spend the most
time: online and on their mobile phones.

“We noticed that the liquor category was crowded by high-volume, one-way
advertising initiatives, leaving a clear space for a brand to enter with a
service-oriented marketing perspective”

Serrallés said, “We’re seeking new ways to tap into the every day lives of
DonQ’s core customer base. Our partner, Undercurrent, successfully
delivered a multiplatform digital strategy that has exponential
opportunities to increase brand awareness while providing a vital service.
Instead of shouting our brand name whenever possible, we’re creating
digital products that our target will actually use.”

Undercurrent recruited and compiled responses from over 100 women who
answered questions in seven categories where men need the most help:
Dating, Style, Success, Nightlife, Mr. Manners, Worldly-Wise, and Dude 101.
The system contains more than 35,000 data points—each of 132 women
contributed an answer and a comment for over 100 questions—and is updated
constantly with queries sourced from DonQ’s growing community. Through the
data, men will see that their phones need to stay in their pockets during
dates (71% agree), that they should never leave home without cash to cover
dinner and drinks (78% agree) and that the “Three-Day Rule” is a myth (100%
of the surveyed ladies want to be called back within 2 days of a date).

Traditionally, liquor brands have allocated less than 1% of their
marketing budget to digital marketing initiatives. By contrast, DonQ Rum
invests approximately 30% of their budget in digital product development in
an effort to bridge the gap between a tangible introduction to a high
quality rum product and an engaging marketing experience. DonQ Rum has
forged true partnerships with a range of digital properties, from
established networks like Facebook to startups eager to prove monetization
prospects including Foursquare, Buzzfeed, Nerve, Tumblr, Mixologist,
HappyHoured and The Deck Network.

“We noticed that the liquor category was crowded by high-volume, one-way
advertising initiatives, leaving a clear space for a brand to enter with a
service-oriented marketing perspective,” said Undercurrent’s lead
strategist on the project, Clay Parker Jones. “With a combination of rich
heritage, a nimble and sophisticated marketing and sales team, and a
willingness to do the unexpected, DonQ was uniquely positioned to create
and support digital services that enrich the lives of their target
audience.”

About Serrallés USA: Headquartered in Dallas, TX, Serrallés USA is the
exclusive importer of DonQ, Puerto Rico`s Premium Rum. Serrallés USA
imports DonQ Cristal, DonQ Gold, DonQ Añejo, DonQ Gran Añejo and DonQ
Limón, DonQ Coco, and DonQ Mojito. Its flagship brand DonQ Cristal is the
#1 selling rum in the island, where more than 70% of the rum consumed in
the U.S. is produced. DonQ Rum is manufactured by Destilería Serrallés Inc.
in Ponce, Puerto Rico, where the premium rum making tradition first started
in 1865. Please visit us at www.donq.com

MEDIA CONTACTS

Michael Dennehy
CEO/Founder
Catch 21 Consulting
Ph: 201-370-8057
Fx: 201-786-9073
E-mail: mdennehy@catch21consulting.com

Bill Branley
Catch 21 Consulting
917- 403-9979
wbranley@catch21consulting.com