Zacapa
Zacapa, a premium rum from Diageo, captures its specific flavors by high-altitude & multiple-barrel aging in combination with the use of sugar cane honey.
AGED ABOVE THE CLOUDS
When it comes to casks, each one has a story to tell in the final liquid. Some are made from American White Oak and were previously used to store American Whiskey, and others are made from European oak that have previously been used to age Cognac, Sherry or Pedro Ximénez Wines.
Diageo wanted to understand the relation with the flavor profile of Zacapa and the various steps into the aging process.
CORE PRODUCT FLAVOR INSIGHTS
Core product flavor insights gives insights into the flavor profile of the client’s core products, more specifically aroma, intensity and complexity of their core product(s).
FOOD & DRINKS ACTIVATION
Recommends the best food and drink combinations using the FlavorID® to be used as part of activation strategies, enhancing the holistic consumer flavor experience.
Educated brand ambassadors & sales reps.
The knowledge is used to educate its brand ambassadors and sales representatives on the topic of flavor.
Market activation
Secondly as part of a food & drink activation campaign Zacapa rum was paired with fine-dining deserts in order to activate the fine-dining market.
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