Mount Gay sets sail for Cowes Week

First Drinks has announced that Mount Gay Rum will sponsor this year’s Cowes Week.

The event, which takes place from the end of July into August on the Isle of Wight, is considered one of the most prestigious dates in the UK sailing calendar.

Thousands of sailors, from gifted amateurs to world champions and Olympic medallists, compete in the races in front of an estimated 100,000 visitors.

Kathy Roe, senior brand manager for Mount Gay Rum, said: “This year will see our biggest-ever UK marketing spend on Mount Gay in the UK, which has enabled us to really increase our support of Cowes Week.

“Mount Gay Rum has forged a strong presence within the global sailing community over the last three centuries and Cowes Week offers us a great opportunity to build on this.”

Mount Gay will be hosting the Red Cap Party and carrying out sampling activities as well as providing local on-trade venues with point of sale kits and promotional material.

The Rum Booth will be open to visitors throughout the event allowing consumers to taste the brand’s range along with summer cocktails.

Roe concluded: “Through sampling activity and events throughout the week we’ll be able to reach many of our core target consumers and equally importantly, introduce Mount Gay Rum to new drinkers.”

The brand will also be present at the Henley Royal Regatta, which begins today and ends Sunday 4 July.

Rupert Millar, 30.06.2010