From Nicaragua: the World’s Most Awarded Rum

2014, July, 31

From Nicaragua: the World’s Most Awarded Rum

For two months this summer I shall be based in Nicaragua. Nicaragua is a mostly undiscovered country in Central America, one of scenic wonders and high economic potential. I am doing work with the largest company group of the region, Grupo Pellas. Among its wide portfolio of successful businesses is Flor de Caña – the world’s most awarded rum.

Flor de Caña rum was born in 1890 in Nicaragua. During the last 15 years the total transformation of the brand was accomplished, becoming the World’s Most Awarded Rum. The company challenged the industry and old-fashion marketing practices, to enable Flor de Caña to grow from a local product to a premium global one. Today, it is a global brand with presence in over 50 countries on five continents, continuously re-imagining industry boundaries. Flor de Caña Rums are handcrafted using only the finest ingredients and a proprietary, natural Slow-Aged™ method that guarantees a rum with incredibly smooth taste.

Flor de Caña’s world-conquering strategy is a strong confirmation of the 3 key Slingshot principles:

Creating strong emotional connection with customers – through drinking differentiation of touching and smelling the rum. Pour a few drops of Flor de Caña on your hand and discover that there is no sugar added and the rum smells like wood due to its slow aging process.
Finding fresh combinations of existing components to drive innovation – by placing the product in unusual venues such as Tommy Hilfiger stores or Movistar fairs, and creating new consumption occassions: Mixtronomy TM (Mixology+Gastronomy), a program of perfect pairing where top chefs & mixologists craft a menu of gourmet food with Flor de Caña cocktails (e.g. mixing Centenario 18 with an orange twist and a piece of chocolate after dinner)
Expanding the customer relevance – Flor de Caña is a brand with equal gender appeal, positioned as having the character of bringing people together socially.

Check out Flor de Caña’s website here: http://www.flordecana.com/

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An industry disruptor is one that shakes up an industry by challenging taken for granted assumptions and rules of competition. It is able to disrupt and reshape an industry by delivering tangible value focused on the needs of customers, while the incumbent industry players are focused on trying to outcompete each other.
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It is definitely a sign of the times. Take a six-year old company that has spread globally to drive a traditional service industry into obsolescence. Then consider the company’s real ambitions, which are much bolder than that. Finally, take note that it is already facing severe challenges as the market space it created is rapidly evolving. There is no time to stand still.
Children’s imagination building city of the future
Once, Thomas Edison was asked by a reporter: “Mr. Edison, you being the world’s greatest inventor, what you do you think is the greatest invention?” He replied without hesitation: “The greatest invention in the world is the mind of a child.”
Face to face with lions and giraffes in Kenya
Last month I had the pleasure of spending time at Mahali Mzuri, Kenya – part of Sir Richard Branson’s Limited Edition luxury resort collection.
The bold start-up pouncing on banks’ turf
According to Ask.com, “Taula de la Ciutat was the first bank to record in Barcelona in 1401. Banking practices can be traced back to the Roman Empire.
My interview on Speaking.com
I am pleased to share my recent interview, featured on Speaking.com. For those of you who are regular readers of my blog and practitioners of Slingshot, the interview is a nice refresher of its ongoing relevance. And for new Slingshot enthusiasts, the interview is a good summary of its key concepts.

From Nicaragua: the World’s Most Awarded Rum

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