Last Thursday, Jan. 26, I had the honor of co-hosting the Philippine Economic Briefing in London and moderating the panel comprising Finance Secretary Benjamin Diokno, Budget Secretary Amenah
Don Papa rum is a premium dry-aged, single-island rum. It is proudly made in Negros but even on my trip to Bordeaux, I saw it proudly being displayed in a wine shop. Europeans love Don Papa. The last time I wrote about it, they had just launched their latest expression, the Don Papa Sevillana Cask.
Meanwhile, Diageo is known for owning and further developing brands such as Johnnie Walker and Smirnoff. Greg Garcia, the advertising guru who first introduced me to Don Papa Rum, had talked about “the value of a brand.” That may be true. From the intricate and powerful label to the stylish events to promote the brand, the Don has proven his power.
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