“A Diamond in the Rum™” Campaign Showcases Cruzan’s Award-Winning Quality and Craftsmanship

Corporate and Financial News



Deerfield, Ill. United States – February 22, 2016 – Today, Cruzan® Rum is unveiling the brand’s new campaign, “A Diamond in the Rum.” Meticulously crafted on the island of St. Croix, Cruzan Rum is a unique and exceptional spirit – qualities typically reserved to describe diamonds – and it’s these traits that inspired the latest campaign. 

An invitation to discover a taste unlike any other, “A Diamond in the Rum” highlights the authentic spirit of St. Croix and the care that goes into creating the exceptionally smooth, one-of-a-kind taste that makes the award-winning rum exquisite from first sip to last drop. The new digital campaign, created by Walton Isaacson, showcases 3rd generation Master Distiller Gary Nelthropp and highlights what makes Cruzan “A Diamond in the Rum.”  

“My family has been crafting Cruzan Rum on St. Croix for generations,” said Nelthropp. “From the tropical rain water collected in our wells to the sugar cane molasses, and through each stage of the rum making process, we believe that when you put the best in you get the best out. That’s why our team takes great care to create a quality rum true to the spirit of the island, and I am tremendously proud of the product we produce.”

The campaign will be supported throughout 2016 via social media programming, digital support, public relations efforts and retail extensions. 

“Cruzan is a hidden gem in the rum category, so we wanted to create a new campaign that shared our story,” said Brendan Lynch, Senior Brand Director of Rum & Cordials at Beam Suntory. “‘A Diamond in the Rum’ brings to life our St. Croix heritage and showcases the care that goes into making our rum. And, since every fan can’t visit our St. Croix distillery for themselves, we wanted to bring the spirit of the island to them.’”

To view the newest campaign videos rolling out in select markets starting this month, please visit:


Served over ice or in a classic cocktail, such as the Cruzan Rum Old Fashioned, the quality of Cruzan Aged Dark rum shines through in every drop.

Cruzan® Rum Old Fashioned


 > 1 part Cruzan® Aged Dark Rum

 > 1 tsp Sugar (or one Sugar Cube)

 > 1 Orange Slice

 > Dash of Bitters

 > Splash of Club Soda

Method: Muddle the orange slice with sugar and bitters in a rocks glass. Add ice, and remaining ingredients and stir. Garnish with a cherry. 

For more information on Cruzan Rum, please visit, check out our YouTube channel ( or like us on Facebook (

About Cruzan® Rum

Named for the people of St. Croix (Crucians), the authentic spirit of the island shines through in every drop of Cruzan Rum from the Nelthropp family, who has called St. Croix home for eight generations and runs the distillery to this day, to the warm, tropical breezes that circulate through its open-air warehouses. Cruzan Rum is closely monitored and controlled throughout each stage of the rum making process to ensure that every expression boasts exceptional taste and multifaceted flavor that shines through in every sip. Cruzan also touts a smoothness rare among rums – a characteristic derived from crafting a spirit with low levels of fusel oils, a by-product of the distillation process which, if not removed, can taint the smell and taste of the rum. Cruzan Single Barrel rum was recognized with the top honor for the Super-Premium category in the 2015 Rum Masters awards, a prestigious blind taste-testing competition that chooses the best among rums worldwide in the light, dark, extra-aged, super-premium, and flavor categories. 

About Beam Suntory Inc.

As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits Brands that Stir the World.  Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands and Suntory whisky Kakubin, as well as world renowned premium brands including Knob Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Sauza tequila, Pinnacle vodka, and Midori liqueur.  

Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for Good.  Headquartered in Deerfield, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan.  For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit and