Dragon Fruit

'Sober' Rum, Googling and Amazon Diversity

Who was the owner? A man with the unlikely name of Sober - Sober John. In the mid-1700s, inherited the plantation of Mount Gilboa Sober and rum distillery from his father. He hired Sir John Gay Alleyne to run the business. Sober was so happy with him he decided to include "gay," Alleyne name in the brand. The irony of a "Sober" man the possession of a brand of rum punch is a recurring line on Mount Rum factory tour Gay in Bridgetown, Barbados, beginning with the guide explaining the history of the company. "Mount" Sober "Rum is not just good sound", a tourist from London said between laughs. "Drink moderately.Stay sober Sober rum, "joked another visitor to New York. No one can really say for sure if the name Sober disturbed enough to avoid using it for its brand. Would it have made a difference if he had used his name instead? Maybe. If you want to believe that "Nicknames stick to people, and the more ridiculous is the adhesive," as Thomas C. Haliburton, a famous Canadian writer, once said. "Often it is not only the literal meaning of a word that makes a compelling brand, but the values ​​that are invested in and around the brand," said Simon Mainwaring, founder and CEO of branding firm WeFirst."But even if this was done here, I think Sober was a strange choice for rum." "Mount Gay" does not seem to be the best choice either. Some leaders of its parent company, Remy Cointreau, recognize that in this day and age, people might consider a strange name and old draft. However, they did not intend to rename the rum. "This is what the brand has always been known for," said Daniel Cabaleiro, global managing director for Mount Gay Rum. "It is closely related to Barbados and the country's history, and we are very proud."Rum, after all, was discovered in Barbados in the 17th century, when the sugar industry was just booming.

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