Mount Gay Rum ‘Regatta Rum’ For Aberdeen Asset Management Cowes Week.


Official Rum of Cowes Week - Mount Gay

Some product categories always seem to stay with sailing. Sailors are desirable consumers for companies selling financial services, cars (that can tow), clothing and apparel and even accounting software.

Spirits are also closely associated with sailing. Rum and Whiskey particularly seem to accompany many regattas around the world and sailing in some countries is one of the only sports that allows hard liquor to be a sponsor.

Aberdeen Asset Management Cowes Week have announced that long term sailing sponsor Mount Gay Rum will continue its relationship with the Isle of Wight based regatta in 2011. Mount Gay will be the ‘official Regatta Rum’ and the brand will activate its sponsorship through tastings and events.

Mount Gay Eclipse and the premium Extra Old variants will be sampled at a variety of events and functions throughout the Week and the sailor’s favourite tipple will also be available in bars, yachts clubs and venues throughout the town. With its official Regatta Rum status, Mount Gay will also be supporting a number of special events and functions including the largest and oldest fleet racing in the regatta, the XOD Class who are celebrating their centenary and Toe in the Water, the event’s official charity.

Alvin Saal, Brand Manager for Mount Gay Rum, comments:

“We are happy to be associated with one of the UK’s longest running and most successful sporting events as it is the ideal platform for us to promote the world’s oldest rum. Our connection with the sailing community has helped cement the brand’s position in the golden rum category and after a highly successful regatta as Supporting Sponsor last year, Mount Gay Rum’s status and popularity has increased even more.”