Goslings came to QCM looking for an inflection point in a stagnant category. An eighth-generation company (est. 1806), exported out of Bermuda, with a rich history – not to mention a versatile product architecture that includes mixers and canned RTDs – we knew we wanted to make Goslings more than just a beverage brand. Leaning into their provenance, but avoiding the nautical tropes characteristic of the category, we created a luxury oasis for the consumer to escape to – where ivy league prep and the Golden Age of the Slim Aarons ‘leisure-class life style’ intertwines with Bermudian charm. After anointing Goslings The Official Rum of Leisure, we rebranded with a timeless, preppy aesthetic, intrinsic to its original audience’s culture, but democratized for the masses.