MIAMI'S RUM INFLUENCE

The Miami Influence: Why SOIRÉ is Poised to Dominate the City’s Rum Scene.

Miami is a cultural epicenter, a trendsetter, and a gateway to the Caribbean. Known for its vibrant nightlife, diverse population, and deep ties to rum’s heritage, Miami is the largest rum market in the U.S. As SOIRÉ prepares to launch in early Q2 2025, the brand is embedding itself into Miami’s DNA, aiming to become the city’s favorite rum and a symbol of modern luxury.

Miami: America’s Rum Capital

Rum and Miami are inseparable. The city’s proximity to the Caribbean, combined with its multicultural population, has made it a hub for rum consumption and innovation. According to market research, the U.S. rum market is valued at over $2.3 billion annually, with Miami leading the charge. The city’s cocktail culture and affinity for tropical flavors make it the perfect launchpad for a premium rum brand like SOIRÉ.

Miami’s demographic sweet spot—young, diverse, and trend-driven—aligns perfectly with SOIRÉ’s target audience of 21-42-year-olds who value authenticity, innovation, and cultural relevance. This city doesn’t follow trends; it creates them, and SOIRÉ is ready to lead.

Why SOIRÉ Chose Miami

SOIRÉ’s decision to launch in Miami was intentional. The city’s unique blend of sophistication, energy, and cultural depth makes it an ideal stage for a rum renaissance. Miami’s nightlife scene, anchored by iconic venues and world-class hospitality, offers the perfect backdrop for SOIRÉ to thrive.

From Wynwood’s art-infused lounges to the high-energy clubs of South Beach, Miami is a city that thrives on experiences—and SOIRÉ is delivering unforgettable moments.

Activating Miami: SOIRÉ’s Plans for Dominance

SOIRÉ is entering Miami with purpose. The brand’s launch strategy includes:

• Exclusive Tastings: Hosted at premier venues, these events will showcase the versatility and craftsmanship of SOIRÉ Blanco, introducing Miami’s tastemakers to a new standard of rum.

• Nightlife Collaborations: Partnering with Miami’s top nightlife establishments to establish SOIRÉ as the rum of choice for high-energy, memorable evenings.

• Pop-Up Experiences: Immersive events that blend art, music, and mixology, bringing SOIRÉ to life in captivating ways.

• Ambassador Engagement: Collaborating with local influencers and cultural leaders who embody the SOIRÉ lifestyle, amplifying the brand’s presence across the city.

The Role of Rum in Miami’s Culture

Rum has always been at the heart of Miami’s culture. Its Caribbean roots resonate deeply with the city’s heritage, and its versatility makes it a staple in iconic cocktails like the Mojito, Daiquiri, and Piña Colada. Yet, despite its prevalence, rum has often been overshadowed by other spirits in the premium space.

SOIRÉ aims to change that narrative by elevating rum through additive-free craftsmanship, premium sourcing, and cutting-edge design. SOIRÉ Blanco reflects Miami’s vibrancy and innovation, making it a rum that complements the city’s dynamic spirit.

Social Capital: Building Influence and Virality

Social capital is at the core of SOIRÉ’s strategy. By leveraging a network of influencers, ambassadors, and tastemakers, the brand amplifies its reach and creates buzz that extends beyond traditional marketing. SOIRÉ’s share-to-earn initiatives and exclusive digital content ensure the community is actively engaged and invested in the brand’s success.

Virality isn’t accidental; it’s cultivated. SOIRÉ’s immersive events and activations are designed to be Instagram-worthy, driving organic engagement and making the brand a must-know name in Miami’s social circles. From high-profile collaborations to limited-edition experiences, SOIRÉ is creating moments that resonate.

The Data Behind Miami’s Nightlife and Hospitality

Miami’s hospitality sector generates over $18 billion annually, with nightlife and spirits playing a significant role. High-profile events like Art Basel and Miami Music Week attract a global audience, making the city a prime location for brand exposure. Additionally, Miami ranks as one of the top U.S. cities for per capita alcohol consumption, with rum being a key driver in the market.

SOIRÉ’s strategy to dominate Miami leverages these insights. By aligning with the city’s cultural calendar and integrating into its most influential venues, SOIRÉ ensures its presence resonates where it matters most.

Positioning as Miami’s Favorite Rum

SOIRÉ represents a new vision for how Miami experiences rum. From its meticulously crafted blend to its sleek, trademark-pending bottle design, SOIRÉ sets a standard for sophistication and style. Its commitment to sustainability and innovation aligns with Miami’s progressive values, appealing to conscious consumers.

Through strategic partnerships, unforgettable activations, and a respect for the city’s culture, SOIRÉ is defining itself as Miami’s rum of choice—a title rooted in quality and community.

The Gateway to Global Influence

Miami isn’t just a launch market; it’s a gateway. Success here sets the stage for national and international expansion. As one of the most globally connected cities, Miami’s influence extends far beyond its borders, making it the perfect springboard for SOIRÉ’s ambitions.

By establishing itself within Miami’s social and cultural fabric, SOIRÉ is building the foundation for a legacy that will resonate worldwide.

The Future of Rum Starts Here

SOIRÉ Blanco is reshaping the rum landscape with its commitment to quality, innovation, and cultural relevance. For modern consumers aged 21-42, SOIRÉ offers an experience that blends craftsmanship, sophistication, and bold energy.

SOIRÉ is where heritage meets edge, blending timeless tradition with bold innovation. With an obsession for craftsmanship and a commitment to sustainability, we’re setting a new standard in luxury spirits. Share your taste for the extraordinary—tag us, show off your moments, and join a movement that’s elevating rum to its rightful place as the centerpiece of modern indulgence.

Stay ahead of the curve and immerse yourself in the SOIRÉ experience. Follow us on Instagram and Twitter @drinksoire for exclusive updates, behind-the-scenes insights, and the stories driving the future of premium spirits. Share your journey and show the world what it means to live the SOIRÉ way.

Here’s to making history in the Magic City and beyond. Raise your glass to SOIRÉ!