Botran Rum® announced today the launch of its new advertising and marketing campaign for 2015 across South Florida, implementing a fresh direction in the brand’s marketing strategy. The campaign, centered on the tagline “The Night Begins with Botran,” will feature brand ambassador, 19-time GRAMMY® Award-winning producer and entrepreneur, Emilio Estefan.

The multi-channel campaign is showcased as part of the one-year anniversary of Emilio Estefan’s ambassadorship with Botran Rum® and serves as an opportunity to salute the people of South Florida, recognizing Miami as the rum mecca of America. The crisp ads are simple, yet captivating, with a solid focus on Emilio doing what he loves, playing percussion to an unprecedented beat at the newly renovated Rusty Pelican in Key Biscayne; with the Miami skyline during dusk as his dazzling backdrop. The new campaign speaks volumes and exhibits what Miami represents, reminding consumers to Begin the Night with #BotranRum.

“The new ads are refreshing and fun. They embody the spirit of the brand’s mantra, The Night Begins with Botran,” said Emilio Estefan. “The setting is iconic with my friends and I playing music on a beautiful Miami night, enjoying Botran on the rocks.”

The objective of the advertising campaign is to continue to raise mass awareness and elevate the brand by directly reaching out to consumers with visible branding. The campaign will include out-of-home, transit media, designated radio spots, in-store promotions, as well as strategic public relations campaign.

The campaign is set to launch at the 2015 Miami International Boat Show in the heart of the city. Botran Rum® will be hosting three VIP experiences throughout the popular event at the Miami Beach Convention Center and at Strictly Sail Miami in Bayside. Complimentary samples of the aged, premium rum will also be distributed throughout the crowd and full cocktails will be available for purchase at all bars during the show.

“South Florida is a key market for us, so it is only natural that the campaign launch here,” Roberto Garcia Botran, President. “We are honored to have a relationship with Emilio Estefan, as he not only embodies what our brand stands for but is also an icon known around the world.”

As part of the marketing strategy for the year, Botran Rum® will also be activating a series of off-premise partnerships with several iconic Miami Beach hotels including the Fontainebleau Miami Beach and EdenRoc to host Pool Takeovers, serving a few of Miami’s favored Botran Rum® cocktails. Activations such as this demonstrate the substantial growth of the brand since last year and in 2015, Botran Rum® would like to continue to expand throughout the United States.

Botran® Rum has been the production of a storied Guatemalan family distillery since 1940. The time-honored process the Botran® family members have committed themselves to, continues to produce the most treasured rum of their home country. The appreciation for Botran® Rum extends globally, reaching across Europe, the Caribbean, Mexico, Central and South America.

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