15th March 2006


Two of America’s top chefs are helping to cook up publicity for Gosling’s Rum as the 200-year-old brand continues its marketing push in the United States. The April issue of Bon Appetit features a four-colour, full-page brand advert insert headlined: “Two of the World’s Most Demanding Chef’s Agree On One Rare Ingredient, Colicchio and Tsai have put their names alongside the perennially hard-to-find Bermuda Black Rum”. Although Gosling’s has advertised its rum brand under the creative direction of Kelley & Company & Etc. in publications including Time, Newsweek and Esquire, the Bon Appetit advertisement is the first to push the brand’s culinary use. The ad features well-known television host Ming Tsai who opened Blue Ginger with his wife Polly in 1998 and Tom Colicchio, who owns Craft, Gramercy Tavern, Craftbar, and ‘wichcraft, and Craftsteak at the MGM Grand in Las Vegas. While both award winning chefs feature Gosling’s Black Seal Rum on their drink lists and on their menus, at Blue Ginger, Mr. Tsai uses the rum to enhance East-West dishes such as Shrimp Tempura with Gosling’s Black Seal Aioli. At Craft Steak, Mr. Colicchio serves up a classic, Bermuda Onion soup liberally laced with Gosling’s Black Seal Rum.