“The Diplomáticos’ journey” in Italy
Italy’s Diplomático importer, Compagnia dei Caraibi, has developed a series of events in five of its trading cities. The concept of “the Diplomáticos’ journey” is linked to the world of travel and exploration, both of which are inherent to the personality of the brand.
These events took place in the country’s most important cities, known for being top tourist destinations: Turin, famous for its gastronomy; Milan, the cosmopolitan shop window of Italy; Naples, the city of Mount Vesuvius; Florence, celebrated for its elegance, luxury, culture and great gastronomical tradition; and the capital also known as the eternal city: Rome.
Tasting sessions, master classes and Diplomático cocktail sessions were held in each city in the most highly renowned “enotecas” (cellars), as well as in other, different places such as luxury hotels, high-end restaurants, vintage shops, tobacco cellars, as well as tailor and barber shops. The main objective of these events was to introduce the brand, through multiple tasting sessions, and promote tasting opportunities in unusual places which differ from the norm (restaurants, bars or cellars for example).
The tour was carried out as a circuit, with events happening at the same time to promote each point of the route. Thanks to this activity, Diplomático positioned itself as the reference for super-premium rum, both for those who were only just discovering it, as well as for those who already rate it among their favorites.