A rum company is commemorating the Old Man and the Sea by Ernest Hemingway in an unusual way for its 70th anniversary.
Previously unpublished clips of Hemingway are being made available via Papa’s Pilar, which commemorates Hemingway by bearing the name of his boat, The Pilar.
Dr. Guy Harvey is an artist and conservationist whose drawings are used throughout the video to accompany the book. A phone camera unlocks the video, which launches an Augmented Reality experience on the Papa’s Pilar 2022 Legacy Edition bottle.
According to Kyle Groth, EVP of corporate development and digital marketing at Papa’s Pilar, “Since the release coincided with the 70th anniversary of the book. It felt fitting to infuse the entire bottle with Ernest Hemingway’s spirit and heritage.” The augmented reality (AR) experience “gives our customers a front-row seat to what inspires us most about Hemingway and why we aspire to carry on his legacy with this release and every release after that,” the company said.
The Key West-based distillery collaborated with tech company TACTIC to realize this project. TACTIC has previously produced AR experiences for Coca-Cola, White Castle, and the US Postal Service. According to Groth, the release’s development took five months. The experience was create using the 8th Wall. The top web augmented reality platform, he claims. “This is a release we’re proud of from every viewpoint, between the design, TACTIC’s modern touch, and Guy Harvey’s compassion,” the company said.
How design the Rum Bottle
The bottle is made of genuine leather and was designed to seem like a canteen from World War II. Hemingway enthusiasts and writers will value the emboss notebook and pen that are house inside the stylish shell. According to Lindsey Kops Mundy, vice president and brand guardian for Papa’s Pilar, “Hemingway was continuously pursuing epic adventures and unique experiences. Thus the packaging was inspire by his love for exploration.” Every component, including our iconic Papa’s Pilar bottles, was specifically create as an homage to Hemingway.
The leather wrap is a tribute to Hemingway’s service as an ambulance driver in World War I and as a war correspondent in World War II. It’s also intend to inspire a spirit of adventure in each of us, according to Mundy. “Our customers can use the journal and pen to record their adventures while drawing inspiration from Papa Hemingway and his legacy. Additionally, it tells our narrative.
The brand, which has a suggested retail price of $102.99, will contribute 20% of each sale to the Guy Harvey Ocean Foundation, which supports initiatives for reef protection and restoration. The company is also advertising an “Anniversary Bundle” that comes with the 2022 Legacy Edition bottle, a copy of The Old Man and the Sea, and an ice sphere tray with the company’s logo.`
According to Groth, a cause that is “close and dear” to the brand is highlight in the foundation itself. As we honor a man and his love for the water, Groth notes that working with the foundation has been a long-term endeavor. There was a clear, unifying theme with this particular release.
Because it was mature in French oak and apple brandy barrels, the rum exhibits distinctive, apple-forward qualities. An assortment of rums from Barbados, the Dominican Republic, Panama, Venezuela, and Florida created the intensely aromatic dark rum.
Ron Call, the master mixer for Papa’s Pilar, claims innovation is at the core of every release. I refer to this release as our “honey barrel,” a term usually used to describe bourbon. Given how uncommon apple-forward traits are in rum, I can’t help but wonder whether we discovered our honey barrel when creating this special expression.
Because it was mature in French oak and apple brandy barrels, the rum exhibits distinctive, apple-forward qualities. An assortment of rums from Barbados, the Dominican Republic, Panama, Venezuela, and Florida created the intensely aromatic dark rum.
Ron Call, the master mixer for Papa’s Pilar, claims innovation is at the core of every release. I refer to this release as our “honey barrel,” a term usually used to describe bourbon. Given how uncommon apple-forward traits are in rum, I can’t help but wonder whether we discovered our honey barrel when creating this special expression.
With a deep, dark, honey finish and noticeable vanilla bean and honeysuckle flavors, Call says the rum is best savor plain or over ice. I suggest a big ice spherical for the best experience, he advises.