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BRAND PRESENTATION


02 caliche rum o u r prod u c t


02 caliche rum o u r prod u c t


02 caliche rum o u r prod u c t a g e / b l end Caliche is made extra smooth by blending carefully crafted and selected aged rums, with a small amount of Solera, then distilling it 5x.

We purposely remove the color and impurities to ensure the smoothest finish, but retain all the traditional rum flavor for a superior taste profile.

It’s about creating the best rum by doing what has never been done before.


02 caliche rum o u r prod u c t so l era The age-old European Solera Process is used by only the finest Sherry’s giving the rum depth of character.

There is a 3 layer arrangement of casks. You take the maturate from the lower layer casks, which are the oldest. Those casks are then refilled with product from the casks in the middle layer. Maturate from the upper layer is then used to refill the casks in the middle one to replace what was used.

Distilled 5 times to balance components. Treated with a special charcoal blend to remove color build up during aging.


02 caliche rum o u r prod u c t S U STA I N A B I L I T Y

The distillery is the greenest in the Caribbean

= Sustainable Product


02 caliche rum o u r prod u c t D esti l er í a S erra l l é s 147 years of rum making experience by Destilería Serrallés, the birthplace of Puerto Rican rum they know how to do make rum!

=

Six generations of unparalleled rum-making heritage.

The Serralles Family produces 65% of rum in the Land of Rum, Puerto Rico.


02 caliche rum o u r prod u c t D istrib u tion / P ri c e

Caliche Rum launched March 1st.

RSP: $21.99 (750ml)


02 caliche rum o u r prod u c t na m e Caliche is a type of limestone, a sedimentary rock, which cements together other materials. We have chosen this name because it’s considered a foundation and brings together other things.

Caliche is found worldwide, particularly around the distillery in Ponce, Puerto Rico

Caliche is the foundation the super-premium white rum category, and the foundation for the best tasting cocktails. The brand brought together two great men, consumers from all over and a drinking experience unlike any other.


02 caliche rum o u r prod u c t Lo g o The logo symbolizes the spirit of discovery that led to the creation of this Brand and the two forces that joined in the process. The logo is divided into 4 parts, showing the four cardinal directions: North, South, East and West; elements that are critical in the process of navigation and discovery. The body is a mythological creature half dragon, half snake. The snake represents rebirth and creativity. (Not well behaved) The dragon is associated with wisdom and magical powers similar to those employed in the making of fine aged rum. (Aged well) The mythological creature wraps itself around the compass of discovery creating unity between these two elements.


03 caliche rum B rand V ision As the co-founder of influential nightlife companies Midnight Oil and the Gerber Group, Rande Gerber has been a renowned nightlife entrepreneur in the bar and nightlife industry for over 20 years. Using the knowledge he gained from the nightlife industry, Rande partnered with Roberto SerrallÊs, whose family has been producing fine rum for more than 147 years. Combining Roberto’s seasoned experience in the rum industry with Rande’s first-hand knowledge of what consumers want to drink led to the creation of Caliche Rum.


04 caliche rum Mar k etin g

Core Message

Aged Well, Not Well Behaved


04 caliche rum Mar k etin g Key S e l l in g P oints

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New, not done before

From Aged Rum (crafted and select) for taste Remove color and impurities for smoothness

Brain child of Rande Geber, nightlife entrepreneur, and Roberto Serralles, Master Distiller of the Year and 6th Generation Serralles Family member


05 caliche rum si g nat u re Co c k tai l s


05 caliche rum si g nat u re Co c k tai l s

Cali Daiquiri

Cali Ginger


05 caliche rum si g nat u re Co c k tai l s

Cali Libre

Cali Coco


05 caliche rum si g nat u re Co c k tai l s

Cali Grapefruit

Cali Gold


05 caliche rum si g nat u re Co c k tai l s

Cali Mojito

Cali Kick


06 caliche rum C l osin g


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CALICHE RUM  

BRAND PRESENTATION

CALICHE RUM  

BRAND PRESENTATION

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