Emilio Estefan fronts new Botran Rum campaignBy Amy Hopkins
Music producer Emilio Estefan has been named as the new face of Guatemalan rum brand Botran Rum.
The Grammy Award-winning musician and entrepreneur will lead a multi-channel marketing campaign for the rum throughout the US, called The Night Begins with Botran.
“Personally, I understand what it means to take great pride in what you produce, I have the utmost respect for the product that Botran creates,” said Estefan.
“This relationship provides a platform for me to introduce a product that I truly enjoy to everyone around the world.
“Once I learned about the brand’s history and their unique production method, I was convinced this would be a great alliance.”
Super-premium Botran Rum, which was first launched 75 years ago, is distributed in Europe, the Caribbean, Mexico, Central and South America.
The brand will showcase Estefan as its new spokesperson at the Food Network South Beach & Food festival in Miami on 21 February.
Roberto Garcia Botran, president and CEO for Botran Rum, said: “As a premiere Latin artist, tastemaker and global icon, Emilio embodies what our brand stands for — a commitment to heritage, tradition and a passion for fine taste.
“This relationship will allow us to blend together two brands with the same passion for production.”
The Spirits Business recently named Botran Rum as a Rum brand to watch in 2014.