Don Q Promotes its Rum Through an Artistic Approach

Destilería Serrallés launched an innovative campaign called “Time Captured,” which displays the brand’s commitment to quality and craftsmanship, honoring the heritage and history of making Puerto Rican rum like Don Q. In this sense, the company innovated with Puerto Rican photographer Jochi Melero.

The Time Captured project used an oak barrel in which Don Q Gran Reserva XO was aged to design a traditional large-format film camera, capturing amazing photos of the rum-making and aging processes. This “camera barrel” is the first of its kind in the world and was built on the island.

We are talking about a project that creatively merges two arts that remain part of the visual poetry of Puerto Rico. Being able to provide the barrel of rum with the mechanical eye of a camera to give it a vision is genuine artwork, as the function of a barrel that provides caring and giving characteristics to the rum was transformed to make way for the visual.

The history of photography inspired this campaign: the dark space inside a classic camera captured a moment in time, preserving and highlighting its beauty. Correspondingly, the oak barrel enhances the rum’s distinctive color, aroma, and flavor while maintaining its unique character over time.

According to the brand, they are celebrating the art of rum-making while paying homage to the history and tradition of photography, two very similar processes that require time and patience to achieve extraordinary results. On the other hand, for Melero, this effort inspired him to reflect on how the inherent life of objects can emanate their own intelligence and evolve through time.

Serrallés Distillery is one of the oldest family businesses in the Americas, with a rum-making tradition that spans six generations and over 150 years. Headquartered in Ponce, the distillery produces its flagship product, the award-winning Don Q brand of rum, the number-one-selling rum on the island.

The distillery has also received the “Green Award” from The Drinks Business, which honors innovators in environmental practices within the beverage industry, and the World Spirits Awards recently recognized it as a “World Class Distillery.”

Featured image source: Don Q