Diplomático Rum and Old Love’s Challenge Australia’s Rum & Cola Habit
Brown-Forman’s flagship Diplomático Rum partnered with Old Love’s, one of Sydney’s leading rum bars, to shake up Australia’s drinking culture. Together, they launched a month-long campaign called the Cola Break-Up, aiming to move Australians beyond the traditional rum and cola pairing.
This initiative centers on five cocktails designed to highlight rum’s versatility. The campaign responds directly to research showing that almost three-quarters of Australians still drink dark rum with cola.
“Seventy percent of people are just drinking it with Coke,” Callum Marra, General Manager of Old Love’s, told Drinks Trade. “If you look at what Scotch did decades ago, moving away from cola and into a premium space, that’s exactly what Brown-Forman and Diplomático want to do—and we couldn’t be more behind that.”
Moving Beyond Rum and Cola
Inside Old Love’s speakeasy, guests can discover five signature cocktails that spotlight the complexity of Diplomático Rum. While most of the bar’s clientele don’t typically order rum and cola, Marra stressed the importance of education.
“We still get the odd person drinking rum and Coke,” he explained. “I’m not in the business of judging people—most of the time we’re just stoked they’re drinking rum at all—but I think there are far more exciting ways to showcase the spirit.”
Marra added that rum deserves the same respect as gin or whisky:
“Rum is such a diverse and exciting category. Out of the spectrum of rums available, many aren’t even on the radar of the average consumer. We want people to see that rum is cool, sexy, and incredibly nuanced.”
The Cola Break-Up Cocktail Menu
Old Love’s designed five cocktails that push Diplomático Rum into new territory. Each one costs $24 and demonstrates rum’s versatility:
- Café Venezuela – A rich, zesty riff on an espresso martini, blending coffee, brown sugar, avocado oil, and mole bitters.
- Una Noche – A refreshing cola-inspired highball with cold brew, falernum, tonka bean, and vanilla.
- Monte Exclusiva – A bold take on the Monte Carlo, mixing D.O.M. Benedictine, Peychaud’s bitters, and orange oils.
- Love Boat – A fruity daiquiri spin with passionfruit, lemongrass, falernum, and lime.
- Jungle Fever – A spicy twist on the Jungle Bird, with Campari, caramelized pineapple, lime, and pimento.
Why Diplomático Rum Fits the Moment
Marra highlighted how Diplomático Rum naturally suits this campaign:
“It’s incredibly broad. You get rich toffee, caramel, cacao, and chocolate, which shine in boozy stir-downs and coffee cocktails. But then you also get citrus oils, ginger, and dried fruit notes that work beautifully in fruitier serves.”
Eulalie Lazaro, Brand Manager for Diplomático at Brown-Forman, reinforced this message in Drinks Trade:
“Diplomático Reserva Exclusiva is one of the most awarded dark rums in the world—a complex, versatile spirit that deserves more than the same old basic mixer. In Australia, rum is still too often stuck in the past with cola.”
A Call for Change Across the Industry
While the Cola Break-Up activation runs until September 26 exclusively at Old Love’s, both Marra and Brown-Forman hope it inspires the broader spirits industry.
“Rum is the spirit of 2025,” Marra declared. “It’s the year rum really gets amongst it. A brand like Diplomático Rum offers enough depth to keep anyone interested, and it can be a gateway for people to explore more of the category. The more the industry backs it, the better.”
Why This Campaign Matters
By reimagining rum’s role in cocktails, Diplomático Rum and Old Love’s are proving that Australia’s drinking culture can evolve. With premium serves and thoughtful storytelling, they aim to help consumers discover that rum offers far more than just cola.
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Source of Information
Drinks Trade Article — Diplomático and Old Love’s join forces to ‘break up’ rum & cola. Bartender explains why, written by Cody Profaca
The image of the article is courtesy of ©Thurtell via Canva.com
