Zacapa Rum launches its debut global creative initiative, ‘Lips to Soul’, offering consumers an entry into a universe of warmth and wonder

In the flourishing, rich landscapes of Guatemala, Zacapa's homeland, is the enchanting 'House Above the Clouds', characterized as Zacapa's aging facility, positioned amidst the majestic mountains at a height of 7,500 feet above sea level. At this very spot, thousands of casks mature under the vigilant care of the proficient master blender Lorena Vásquez, one of the rare women in the spirits industry. The barrels, chosen by Lorena when the rum reaches perfection, are artfully blended, then journey to Mixco to fill Zacapa's distinctively curved bottle. Every bottle is adorned with Petate bands woven by hand, the work of over 700 local women.

Enclosed in this magical sphere, each sip of Zacapa imparts a remarkable impression, initiating a trip from the initial savoring of the exquisite liquid to the sensation of revelation as you continue to disclose the account and layers of what produced the delightful concoction. The spirit of exploration and ascension influenced Zacapa's 'Lips to Soul', the brand's debut global creative initiative, a call for customers to experience a world rich in ardor and wonder. A world that tingles all senses, forming an instant bond with the award-winning flavor unique to Zacapa.

Expressive and energetic, the intimate tune of Zacapa's bilingual 'Lips to Soul' campaign was designed to answer the craving for depth from luxury consumers. Harmonic poetry draws them into a sensory film influenced by the lush, dreamlike terrain of Guatemala, the birthplace of Zacapa. The film skilfully portrays the ways Zacapa ages above the clouds, the artisans at work, and the significance of community to the heart of Zacapa. The campaign mirrors Zacapa's brand history's magic, spinning an animated narrative that strengthens connection, evoking feelings of wonder and awe through the process of discovery.