Brown-Forman Aims to Raise Rum's Pedigree

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CHICAGO Northlich looks to push rum into the premium spirit category with a new campaign for Brown-Forman’s Appleton Estate Jamaican rum.

Print ads, breaking in October magazines, are headlined, “Raise your rum.” The ads show a photograph of a hand lifting a glass of rum over background settings such as a smoky jazz emporium, a sophisticated backyard party and an upscale club.

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