MIAMI'S RUM INFLUENCE

i is more than a city. It’s a cultural epicenter, a trendsetting capital, and the United States’ gateway to the Caribbean. With its vibrant nightlife, global appeal, and historic ties to rum, Miami stands as the largest rum market in the country. As SOIRÉ prepares for its official launch in early Q2 2025, the brand is making Miami its proving ground. The goal is clear: to become the city’s favorite rum and a new symbol of modern luxury.

Miami: America’s Rum Capital

The relationship between rum and Miami runs deep. The city’s close proximity to the Caribbean, along with its richly diverse population, makes it a natural hub for rum culture. According to industry research, the U.S. rum market generates over 2.3 billion dollars annually, and Miami leads the charge.

With a population that skews young, diverse, and trend-savvy, Miami is aligned perfectly with SOIRÉ’s core audience. From 21 to 42 years old, these consumers value authenticity, bold ideas, and cultural relevance. Miami doesn’t chase trends—it creates them. SOIRÉ is ready to lead the next one.

Why Miami Was Always the Plan

Launching in Miami wasn’t a coincidence. It was a strategic decision. The city’s mix of global sophistication, nonstop energy, and cultural depth makes it the perfect environment for a modern rum renaissance. Miami’s world-class nightlife and hospitality landscape offers fertile ground for SOIRÉ to thrive.

From the artistic lounges of Wynwood to the iconic clubs of South Beach, this is a city that celebrates immersive experiences. SOIRÉ is here to add something unforgettable to that mix.

How SOIRÉ Will Activate the City

SOIRÉ is entering Miami with a focused plan and a clear sense of purpose. The brand’s launch strategy includes:

Exclusive Tastings
Invitational experiences hosted at top venues to highlight the smooth complexity and versatility of SOIRÉ Blanco.

Nightlife Collaborations
Partnerships with premier hospitality groups and nightlife venues to make SOIRÉ the first choice at every bar.

Pop-Up Experiences
Cultural activations that blend music, art, and mixology to bring the SOIRÉ experience to life.

Ambassador Engagement
Connections with local tastemakers, influencers, and creative leaders who embody the brand and amplify its presence across the city.

Rum’s Role in the Culture of Miami

Rum is embedded in Miami’s DNA. Its Caribbean heritage aligns with the city’s identity, and its presence in classics like the Mojito, Daiquiri, and Piña Colada makes it a local staple. Still, in the world of premium spirits, rum has often been overlooked.

SOIRÉ is rewriting that narrative. With an additive-free process, award-winning sourcing, and standout design, SOIRÉ Blanco brings rum into the spotlight. It captures the rhythm, innovation, and edge that define Miami’s unique spirit.

Social Capital and Cultural Virality

SOIRÉ’s strategy goes beyond traditional marketing. At the core is social capital—the ability to shape perception and create momentum through a trusted community. By activating influencers, creatives, and tastemakers, SOIRÉ is building a wave of engagement from the inside out.

The brand’s share-to-earn programs and exclusive digital drops give fans a real stake in the journey. Combined with viral moments designed for social platforms, this approach ensures SOIRÉ becomes part of the city’s cultural conversation.

The Numbers That Prove the Moment

Miami’s hospitality industry generates over 18 billion dollars each year. With landmark events like Art Basel and Miami Music Week drawing global attention, the city is a hotbed for influence. It also ranks among the top U.S. cities for alcohol consumption, with rum playing a major role.

SOIRÉ is tapping into this momentum. By aligning with the city’s social calendar and targeting its most iconic venues, the brand ensures its message lands where it matters most.

Becoming Miami’s Favorite Rum

SOIRÉ is more than a premium spirit. It’s a lifestyle rooted in modern luxury, innovation, and cultural relevance. From the design of the trademark-pending bottle to the integrity of the blend, SOIRÉ delivers a complete experience.

With partnerships, unforgettable activations, and a deep understanding of Miami’s cultural fabric, SOIRÉ is positioning itself as the go-to rum for a new generation of refined drinkers.

Miami as the Launchpad to the World

What happens in Miami rarely stays there. As one of the most globally connected cities, success in this market paves the way for national and international growth. The cultural power of Miami extends across continents, making it the ideal launchpad for SOIRÉ’s global ambitions.

By embedding itself into the pulse of the city, SOIRÉ is building more than a brand. It is creating a legacy.

The Future of Rum Starts in Miami

SOIRÉ Blanco is defining the next chapter in rum. For consumers who demand style, substance, and authenticity, SOIRÉ offers a new kind of spirit—one that blends heritage with edge and elegance with experience.

We’re not just launching a bottle. We’re launching a movement.

Taste Rum Redefined
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