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Pusser’s Rum appoints Lucre for PR as company looks to introduce brand to new audiences

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By Ishbel Macleod, PR and social media consultant

August 13, 2014 | 2 min read

Pusser’s Rum has handed its communications and PR account to Lucre, following a four-way pitch.

The agency has been briefed to reinvigorate the Navy rum brand, support new product launches and bring a younger target consumer to the brand via a trade and consumer campaign.

Peter Thornton, brand marketing manager at Cellar Trends, distributor of Pusser’s Rum, explained: “Lucre really stood out to us for a number of reasons. The passion and creativity with which they presented their ideas blew us away, plus their credentials in the food and drinks trade were very impressive. We’re confident they’ll deliver on both the consumer and trade elements of our communications drive.”

The appointment takes place with immediate effect, with Lucre currently working on amplification of Pusser’s rum shack at The Beach at Camden Roundhouse, and the upcoming Rum Fest in Earl’s Court this October.

Rhona Templer, managing director at Lucre, commented: “We are delighted to be appointed to work alongside Cellar Trends in putting this wonderful brand front of mind for both bartenders, retailers and consumers alike. It has fabulous credentials, being steeped in history as well as having recently won many accolades worldwide for the quality of the rums.

"The Pusser’s team has some very exciting plans for the brand in the next year and we share their passion to really make an impact in the marketplace."

This comes following the appointment of George Freegard as international brands and procurement manager, who will lead Pusser's plans to build awareness of the brand and increase its share of the rum market.

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