Global audience for Goslings rum adverts
Island rum Goslings is set to go global with a series of adverts to be shown during coverage of the America's Cup.
The ads — which will run on two NBC channels — showcase Goslings rum, an official partner of the event, and its Stormy ginger beer and will reach millions of viewers around the world.
Malcolm Gosling, who features in the adverts, said that NBC Sports Network has a potential audience of 82.7 million, while NBC National Network has a potential reach of 116.4 million households.
Mr Gosling, president and CEO of Gosling-Castle Partners, added: “Gosling's has never been in a position before where we could use advertising on major networks or cable.
“But we are reaching the added awareness around our brand where distribution is at the point where we can take advantage of that increased awareness.
“We are at the stage where we can use this medium and it will give us a much needed boost.
“It will be interesting to see the reaction and we can see for ourselves the power of advertising.”
He added: “This is by far and away the biggest sponsorship and the most exciting we have been involved in and one that has a truly global reach.”
Mr Gosling also revealed that Goslings Stormy ginger beer had shot to the top of the charts in the US and was now the bestselling ginger beer in the country.
Two million cases of the drink, which has a diet version, are expected to be sold this year. It is a popular addition to other cocktails, as well as in the traditional Dark ‘n' Stormy.
Mr Gosling said: “It's canned in Georgia, California and Belgium and we're looking to expand that even further.”
And he predicted: “We will get a lot of added exposure just from the race itself and the coverage of the island.
“With the Dark ‘n' Stormy Island Bar in the event village, it should be in shot of the cameras a lot. It's exciting times.”
Mr Gosling added: “We have been expanding internationally over the past 14 years and we're very proud of that.
“It's a landmark moment for us that we're moving to television advertising, but the real landmark moment is when we signed up with the America's Cup Event Authority.
“We've attended all the World Series events, even in Oman and Japan.
“This is the biggest sponsorship we have ever undertaken and our strategy going forward is based on the premise that our sales come from the product in the bottles.
“The more opportunities people get to experience the taste, the better it is for us.”
And Mr Gosling said: “We have our targets set from a few years back, so we're looking to see this have a sizeable impact and hopefully attract a new wave of consumers to Goslings as well as reinforce our loyal base.
“We're looking forward to having a significant increase in sales of the rum.”
And he praised staff at the company for their commitment as Gosling's braced itself for an upswing in business.
Mr Gosling added: “The lean and mean team in the production plant have really done a great job in keeping up.”
The flagship 30-second advert is titled “Slow” and features Mr Gosling in the firm's rum warehouse surrounded by traditional wooden barrels.
The advert contrasts the speed of the America's Cup boats with the slow maturing of rum.
It ends with the words: “Two philosophies, one goal — perfection. Gosling's. For seven stubborn generations.”
Two 15-second adverts highlight Goslings Stormy ginger beer as well as the rum, with the lines: “Perfectly made to make the perfect Dark ‘n' Stormy” and “Result, the trademark Dark ‘n' Stormy.”