Date: 31.03.2021

Sugarlandia is Calling’ inspired by brand’s island home in the Philippines.

Don Papa Rum, the premium single island rum from the Philippines, has launched its new creative platform ‘Sugarlandia is Calling,’ with the debut of its first digital ad campaign. The new, namesake video campaign, is the first in a series of global digital content releases, inspired by the island of Sugarlandia, the local name for Negros island in the Philippines, where Don Papa is made. Created in partnership with Workbench Agency in South Africa, the content is hosted across Don Papa’s global social media channels – Youtube, Facebook and Instagram.

“Our brand was born in a place as unique as the liquid we bottle. It is defined by the richness and magic of this place called Sugarlandia,” says Stephen Carroll, founder of Don Papa Rum. “This launch talks to a new breed of consumer and is designed to speak to the restless, curious creature inside them. Especially now at a time when we are all looking forward to travelling again, anyone can go to Sugarlandia, anytime, from anywhere. That’s the beauty of it.”

Available in over 30 countries worldwide, Don Papa Rum is the first premium single island rum from the Philippines, now ranked the third largest rum market in the world next to India and USA.

Distilled and aged for over seven years in American oak barrels on the island of Negros Occidental (known locally as Sugarlandia), the pure, original Negros sugar cane is the foundation for Don Papa Rum’s long, rich-textured finish and flavours of vanilla, honey, and candied fruits.

The namesake of Don Papa Rum is inspired by the unsung hero and mystic, Papa Isio, who was one of the leading figures of the late 19th century Philippine revolution. Initially a foreman at a sugar plantation, his leadership and courage played a critical part in liberating the island of Negros from Spanish rule. Don Papa is inspired by his legend and captures his spirit and sense of magic in every bottle.