Kilo Kai Rum to be Backstage at the Ultra Music Festival / March 27, 28

Performers and VIPs to experience Florida’s fastest growing new spiced rum

Miami, Florida - VIPs and performers at this weekend’s Ultra Music Festival in Miami’s Bicentennial Park will have a chance to experience Kilo Kai, the wildly popular new spiced rum. Kilo Kai will be the exclusive rum in the Ultrafest VIP area and Kilo Kai bottles will be placed in the private facilities reserved for top performing talent.

Kilo Kai, launched in October of 2007, was introduced to Florida in January of this year. Floridians have taken to the product in droves with sales so high that they caused a nationwide product shortage for 3 weeks in February. Kilo Kai is now available at more than 1,100 locations throughout the state.

“We created Kilo Kai Rum as a better-tasting alternative to many of the market-leading brands,” said Kilo Kai President Brad Trayser. “Much of our success has come from word-of-mouth as people learn about us from their favorite bartender, server or DJ. We’re thrilled to have been invited to be part of the Ultra Music Festival and happy to offer VIPs and performers backstage a chance to try this great rum.”

The Ultra Music Festival is one of the largest and most important music festivals in the United States. Now in its 11th edition, the two-day festival takes place Friday and Saturday, March 27 and 28 at Downtown Miami’s oceanfront Bicentennial Park. Sixteen stages will feature over 100 DJs, bands and producers with an estimated 70,000 international attendees. Top acts include Tiësto, the Black Eyed Peas, The Prodigy, Paul Van Dyk, Carl Cox and a special guest performance by Bloc Party. Tickets range from $40 to $350 for a two-day all VIP pass. For more information and ticket information, visit www.ultramusicfestival.com.

About Kilo Kai
Created by three generations of master rum distillers in Curacao, Kilo Kai is a spiced rum blended with the unique flavors and scents of the Caribbean. The complexity arises in the flavors of anise, vanilla, banana, cherry, nutmeg and orange peels. Crafted with 1-year-old and 3-year-old rums, Kilo Kai is the perfect rum for aficionados and novices alike because its complexity and unique blend of flavors allows it to be mixed in a favorite cocktail or enjoyed straight. The innovative package design features real skateboard tape on the bottle and is complete with Kilo Kai’s iconic logo. To learn more about Kilo Kai’s “Take No Prisoners” attitude, visit www.KiloKai.com. Please enjoy Kilo Kai responsibly.

Rum Campaign Tweaks Twin Cities Political Scandal

http://promomagazine.com/news/rum_campaign_twin_cities_political_scandal_0902/

Republican conventions are known for being tightly scripted, unsurprising and pretty bland, and signs indicate this week’s gathering in St. Paul, MN, won’t break that basic mold. But upstart rum brand Kilo Kai hopes to throw a little swerve into the party’s stride this week with a guerrilla promotion that takes aim at a political sex scandal well known in the Twin Cities.
The spiced rum brand and its agency All Terrain sent teams out Monday to place promotional footprints in the public bathrooms of hotels, bars and nightspots around the Twin Cities and also around the Xcel Energy Center in St. Paul, where the 2008 Republican National Convention is being held this week. The footprints ask stall occupants to “Tap your toe if you want to hook up with Kilo Kai.”

The stunt refers to a 2007 political scandal involving Sen. Larry Craig (R-ID), who was arrested about a year ago for lewd conduct in a bathroom at the Minneapolis-St. Paul airport. Craig pled guilty to a lesser charge of disorderly conduct and promised to resign his Senate seat, then tried to withdraw his plea. When a federal judge denied that motion, Craig took back the resignation promise. He opted not to run for re-election this year.

“I’m a firm believer that public relations is a big part of the marketing mix,” said Brad Trayser, president of Kilo Kai’s parent company, Apostrophe Brands. “I would rather have editorial coverage than a billboard any day. People do adopt brands because of public relations, but not because they saw a cool billboard.”

Kilo Kai had recently branched out from its home market into six or seven new states, so Trayser asked promotional agency All Terrain to brainstorm some ideas that would generate press outside of the average product launch notices.

Since one of those new state markets was Minnesota, the agency began thinking about all those political journalists converging on St. Paul and how to grab their attention.
“They came up with the idea of the footprints,” Trayser said. “I liked it because it’s fun and in keeping with the spirit we’re establishing for the brand—maverick, irreverent. Being placed on the floor of a public bathroom isn’t necessarily the context most brands want to be seen in, but overall, I think the unserious spirit of the campaign is right on.”

All Terrain teams will not saturate the Twin Cities with the footprints, according to agency spokesperson Julie Lu. Instead they will place about 300 of the signs on Monday.
The teams will then go back on Wednesday and lay down replacements where zealous janitors or sensitive Republicans may have removed the first set.

Trayser downplays the potential for harming the Kilo Kai brand by associations with either illicit sex or political chicanery.

“A lot of beverage companies forget that drinking is about having a good time,” Trayser said. “Drinking Kilo Kai should put a smile on your face, and the advertising and marketing activities should do that too.”

Unlike rival spiced rum Captain Morgan, which combined a marketing campaign to elect its iconic captain president with in-bar events around Denver during last week’s Democratic National Convention, Kilo Kai is not running any special on-premise activations around the footprint campaign.

“Our goal is to make this as viral and guerrilla-style as possible,” All Terrain’s Lu said in an e-mail.

“We don’t want to alienate either Republicans or Democrats,” Trayser added. “If that’s the effect, then you’re probably taking things too seriously.”

Kilo Kai Rum Expands Into Missouri -“Take No Prisoners” Attitude Available Statewide Starting August 1

• Starting Friday, August 1, 2008, Missourians will finally have a chance to taste the hot new rum that people across the river in Illinois have been enjoying since last October. Fast growing Chicago-based Kilo Kai Rum announced today it will expand the acclaimed spiced rum into Missouri starting in August. As the rum rolls out statewide, consumers can visit http://www.kilokai.com/ for a list of bars, nightclubs, as well as grocery and liquor stores where they can buy Kilo Kai.
  
  Business Facts
  • Kilo Kai launched in October of 2007 in Illinois by Apostrophe Brands. Kilo Kai is the sole product of Apostrophe Brands.
  • Several of the owners of Apostrophe Brands were part of the team that created Effen Vodka.
  • Kilo Kai is already available in Illinois, Wisconsin, Minnesota and Nevada.
  • On August 1, Kilo Kai will also expand into Michigan, Missouri, California, Arizona and Indiana.
  • Glazer Midwest, located in St. Charles is the Missouri distributor.
  
  Product Attributes
  • Kilo Kai is distilled on the island of Curacao, off the coast of Venezuela, by a third generation master distiller from a recipe developed in cooperation with Apostrophe Brands.
  • Kilo Kai’s complex flavor includes essences of vanilla, cinnamon, anise, banana, cherry, nutmeg, and orange. It is 70 proof (35% alcohol by volume).
  • Recipes online at http://www.kilokai.com/ illustrate its ability to be enjoyed straight up or on the rocks, in a traditional rum and cola, or as a mixed tropical or martini-style drink.
  • The iconic Kilo Kai logo was designed by famed product design firm Turner-Duckworth (London/San Francisco).
  • Kilo Kai is sold in 750 ml bottles at a suggested retail price of $19.99.
  
  Quotes
  Brad Trayser, President of Apostrophe Brands
  • “Kilo Kai is the perfect rum for aficionados and novices alike because its complexity and unique blend of flavors allows it to be mixed in a favorite cocktail or enjoyed straight up.”
  • “Kilo Kai’s growth has come primarily from word of mouth. Most people hear about Kilo Kai Rum mostly through bartenders, musicians, waiters, and others connected to nightlife, culture, and hospitality.”
  • “Kilo Kai is the rum you drink when you have decided that taste is more important.”
  
  Reviews – “They Like Us … They Really Like Us”
  • Chris Null, Drinkhacker.com: “A” rating - “spiced the way rum ought to be … Kilo Kai was much smoother, with a creamy texture and a clear flavor of honey and cinnamon.”
  • Bill Jones, PunkBands.com: “I now have a great new choice when buying rum. (Compared to other brands) Kilo Kai tastes a hell of a lot better on its own.”
  • Theresa Carter, NBC5.com / TheLocalTourist.com: “Kilo Kai has convinced me to switch (rums) … because it tastes good.”
  • Julie Lawrence, OnMilwaukee.com: Kilo Kai was “smoother … this is a rum I’d actually consider drinking on the rocks.”
  • Kevin Kosar, AlcoholReviews.com: “4 out of 5 stars”
  • Mancow Muller, The Mancow [Radio] Show: “I love Kilo Kai!”

Links, Social Marketing Websites
Myspace.com
KiloKai.com
Recipes

Keywords
Rum, spiced rum, Kilo Kai, Curacao, rum and cola, cocktails, Brad Trayser, Apostrophe Brands, smooth, take no prisoners, Chicago, Missouri, taste, Leanez Family

About Kilo Kai
Created by three generations of master rum distillers in Curacao, Kilo Kai is a spiced rum blended with the unique flavors and scents of the Caribbean. The complexity arises in the flavors of anise, vanilla, banana, cherry, nutmeg and orange peels. Crafted with 1-year-old and 3-year-old rums, Kilo Kai is the perfect rum for aficionados and novices alike because its complexity and unique blend of flavors allows it to be mixed in a favorite cocktail or enjoyed straight. The innovative package design features real skateboard tape on the bottle and is complete with Kilo Kai’s iconic logo. To learn more about Kilo Kai’s “Take No Prisoners” attitude, visit http://www.kilokai.com/. Please enjoy Kilo Kai responsibly.

Chicago Drinks: Kilo Kai at the Drawing Room

Chicago Drinks Video on YouTube features Kilo Kai at the Drawing Room in Chicago.

http://www.youtube.com/watch?v=VjExJu8OWi8

Kilo Kai Rum included in GRAMMY® Gift Bag

Kilo Kai Rum included in GRAMMY® Gift Bag
Spiced rum extends affiliation with music by gifting GRAMMY Presenters & Performers

Chicago, IL – Rap artist Kanye West isn’t the only Chicagoan hoping to get a boost from this year’s annual GRAMMY® Awards, though leading the nominees’ list with eight nominations he is sure to make a splash.

Brad Trayser, President of Chicago-based Apostrophe Brands, is also hoping that this year’s GRAMMY Awards lead to a different kind of splash; enhanced sales for Kilo Kai spiced rum, the exclusive rum in this year’s GRAMMY Gift Bag.

Each presenter and performer at the 50th Annual GRAMMY Awards, held Feb. 10, 2008, at the STAPLES Center in Los Angeles will receive a specially packaged gift bottle of Kilo Kai spiced rum. The new rum was launched throughout Illinois in October of 2007 and has quickly become a favorite in large part because of its strong connection to the music scene. Kilo Kai will expand into 12 additional markets in the first quarter of 2008 and will likely be a national brand by mid-summer.

“Kilo Kai is what people drink when they’ve decided taste is more important. It is the rum people hear about mostly through bartenders, musicians, waiters and others connected to nightlife, culture and hospitality,” said Brad Trayser, President of Apostrophe Brands/Kilo Kai. “The GRAMMY Awards recognize great music and Kilo Kai’s involvement is a natural extension of our decision to support things that matter to our target customer.”

Kilo Kai spiced rum was launched at a concert featuring the Bouncing Souls at Chicago’s Double Door, a legendary live music venue, and was the sponsor of November’s RiotFest as well as the first tour stop of the Wu-Tang Clan in support of their new album. The rum is already affiliated with dozens of weekly and special music events happening throughout Chicago and its suburbs.

“We understand that sometimes awards show gift bags are given to personal assistants or family members,” said Trayser. “Our message to these 150 music superstars is simple: grab the bottle of Kilo Kai for yourself first. You’ll thank us later.”

The 50th Annual GRAMMY Awards, set for Feb. 10, 2008 at STAPLES Center in Los Angeles is scheduled to be broadcast live on the CBS Television Network from 8 – 11:30 p.m. ET/PT. In addition, the broadcast also will be distributed internationally to more than 160 countries.

About Kilo Kai
Created by three generations of master rum distillers in Curacao, Kilo Kai is a spiced rum blended with the unique flavors and scents of the Caribbean. The complexity arises in the flavors of anise, vanilla, banana, cherry, nutmeg and orange peels. Crafted with 1-year-old and 3-year-old rums, Kilo Kai is the perfect rum for aficionados and novices alike because its complexity and unique blend of flavors allows it to be mixed in a favorite cocktail or enjoyed straight. The innovative package design features real skateboard tape on the bottle and is complete with the Kilo Kai skull-and-crossbones logo which incorporates two K’s to form the skull’s teeth and bones. To learn more about Kilo Kai’s “Take No Prisoners” attitude, visit www.KiloKai.com. Please enjoy Kilo Kai responsibly.

Media Contact: Contact: Kevin Boyer, (312) 588-3713, Kevin.Boyer@allterrain.net