Don Papa Baroko

I came across a post that vividly illustrates the issue with the brand and this product. A forum member experienced cognitive dissonance because he uncritically took for granted the accuracy of the last part of the name Don Papa Rum. Meanwhile, under EU Regulation 2019/787, the product had to modify its formula or face elimination from the market.

So, the product line was rearranged. Baroko, launched in 2022, continues dubious traditions and is labelled as a spirit drink. In contrast, Don Papa Rum reduced its sugar content, among other adjustments, to comply with legal limits. To avoid embarrassment, they left devotees disoriented.

The Don Papa brand has undeniable hype. Behind it hides, to dismay, a sugary flavour profile, visual allure, and marketing savvy. First off, tastes differ; nonetheless, they can be identified and developed. Moving on to the design - pardon the sarcasm, but I'll quote the designers themselves: “In fact, the team rarely tastes the liquid until after they’ve completed the design and shipped the bottles. Their goal is to build up consumer expectation by telling the brand’s story through the label. If a designer tastes the alcohol and doesn’t like it, that could dampen his or her desire to envision something beautiful”.

In the marketing toolbox, buzzwords like premium rum and small batch or the fanciful Sugarlandia abound. The first term seems meaningless, as it can be self-assigned arbitrarily and is based on the chosen pricing policy. In turn, the second term implies boldness, considering that the product is distilled by Ginebra San Miguel, the world's largest gin producer, which operates just one distillery.

Finally, Sugarlandia is likely promoted by the kind of friendship club. And for yet others, financial success is the ultimate proof. Once is for sure, the imaginary worlds are much easier to digest than the real ones. Cheers!

Behind the Bleeding Heart Rum Company stands the gigantic Diageo. Nonetheless, the product is labeled as a spirit drink, and I would encourage distributors to update their offerings. Considering everything, it's challenging to provide an accurate description of the production process. For this reason I refer back, here and there. I support that.