Giving a local soul
some global swagger.

The Challenge

How do you take a five-generation Dominican rum—celebrated at home yet unknown abroad—and turn it into a brand the world cares about? We had our work set out for us – to make Brugal feel premium and global, without losing its warmth and soul.

The Idea

A 360° campaign built around “Passion is what sets us apart. Passion is what brings us together.” The platform celebrates Brugal’s devotion to craftsmanship while acknowledging the vibrant, convivial spirit of the Dominican Republic. It was also designed to connect with a group of like-minded and very discerning consumers. The brand tone is luxurious, yet warm, brought to life through highly-crafted film, outdoor, digital, and social content, as well as an immersive live event, The Brugal Social Club.

The Execution

All content was shot and produced entirely in the Dominican Republic to stay authentic to its roots, while infusing every detail with the elegance of a modern luxury brand. Hudson Rouge also designed every detail of The Brugal Social Club—from the spaces themselves to interactive moments like a live art installation—each expressing Brugal’s passion for craft and bringing people together.

The Result

A local icon reborn for the world stage—authentic, confident, and irresistibly warm. The campaign sparked global excitement within The Edrington Group, leading what was originally intended as a U.S. launch to expand as Brugal’s worldwide platform.

More than just a concept, the Brugal Social Club came to life as a real-world gathering space, popping up in key markets across the U.S.

The New York City launch invited guests to experience the warmth and conviviality of Dominican hospitality — immersing them in Brugal’s rich history and heritage while connecting with them through interactive touchpoints that celebrated shared passions.

From the smallest details such as coasters designed to spark meaningful conversation, an on-site embroidery station offering keepsake cocktail napkins personalized with NYC-inspired iconography, to a collaborative map of local landmarks brought to life by a live illustrator — every aspect reflected the campaign’s spirit: passion is what sets us apart, and what brings us together.