Don Papa, a locally-produced rum was recently launched in Cebu.
Don Papa, a premium aged small batch single island rum from Negros was launched at The Distillery in Banilad, Cebu.
"We want to introduce Don Papa in its home country first, the second largest rum market in the world after USA. And with Visayas generally a big rum market in the Philippines, we decided to tap Cebu, a key city growing quite rapidly in terms of consumerism," said Stephen Carroll, founder of Bleeding Heart Rum Co. (BHRC), a two-year old company that carries the Don Papa brand.
Don Papa general manager AJ Garcia said they saw an opportunity to penetrate the spirits segment in the region, with rum manufacturing upgraded to the premium category.
BHRC marketing head Monica Llamas said it was time for Filipinos to experience premium quality local product that is able to compete internationally.
Don Papa was first launched in Bacolod and then in Manila last July.
Carroll said they wanted to give the brand six months to evaluate its performance.
Carroll said Don Papa was not designed to compete with the country's dominant brand, which has 99.9 percent of the market.
He said they want to enter the high end market, in the 25 to 45 age bracket.
Don Papa was distilled three times in Negros and aged for more than seven years in American oak barrels at the foot of Mount Kanlaon.
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