Brugal launch new campaign with Hudson Rouge

Hudson Rouge, a luxury marketing boutique within the VML network, and part of WPP, has been named global creative partner for Brugal, the iconic Dominican rum from the Edrington Group, whose portfolio includes The Macallan, Highland Park, and The Famous Grouse.

Initially engaged after a competitive U.S. pitch to reintroduce Brugal across four key states, Hudson Rouge’s inspired work led to the agency’s appointment as Agency of Record. The resulting global campaign and experiential series celebrates five generations of the Brugal family’s dedication to craft and revolves around the idea, “Passion is what sets us apart, and passion is what brings us together."

At the heart of the brand’s new creative is Jassil Villanueva, Brugal’s Fifth-Generation Rum Master and second-great granddaughter of Brugal’s founder Andres Brugal. Her presence embodies a deep commitment to rum mastery and a new chapter in the evolution of Dominican rum.

Shot entirely in the Dominican Republic, the campaign highlights real people and places, directed and photographed by Ollie Ali, with cinematography by Cory Burmester, and produced by Imagine This, featuring an original score by Interval Music inspired by the island’s rhythm and spirit.

Jon Pearce, Chief Creative Officer, Hudson Rouge, said: “By focusing on the passion and craft of Brugal’s incredible five generations of rum-making, we’re aiming to align with an equally discerning and passionate community out there. People who look to make socializing and celebrating even more meaningful.”

This chapter for Brugal is not about reinvention, but reintroduction, sharing the depth of its craft, community, and provenance with a global audience while staying true to its origins.

"Brugal is so much more than rum. It is a family business, it is a commitment to legacy, and rum mastery, said Gregory Cozzolino, Marketing Director of Breakthrough Brands at Edrington. "This campaign allows us to share with the world what sets Brugal apart."