LERMA/, the independent creative agency known for its culturally fluent strategy and creative effectiveness, has been named agency of record for Brown-Forman’s Diplomático Rum in the United States.
The agency will lead strategy, creative development and organic social management, with an initial focus on driving growth among U.S. Hispanic consumers and expanding the super premium rum conversation in key markets.
Diplomático is recognized internationally for its craftsmanship and super premium positioning. In the U.S., the opportunity is twofold: grow awareness of the brand and re-energize the rum category by connecting with drinkers seeking more elevated, experience-led choices.
LERMA/ was selected following its prior work with Brown-Forman’s New Mix and its ability to pair category expertise with culturally fluent strategy. The agency will translate Diplomático’s evolving global platform into work designed to resonate with a growth audience that continues to shape mainstream food and beverage culture in the U.S.
“Our ambition for Diplomático is to grow the super premium rum conversation in the U.S. with clarity and intention,” said Camille Zahniser, VP, Group Brand Director, Emerging Brands (US & CAN), Brown-Forman. “LERMA/ understands how to build brands through culture in ways that drive both relevance and results. They are the right partner to help us accelerate the brand’s momentum.”
The win reflects LERMA/’s continued investment in culture-forward strategy and independent creative leadership. Recent senior hires across strategy, creative and data underscore the agency’s ambition to build brands that move at the speed of culture while delivering measurable business impact.
“Growth today doesn’t come from generic segmentation or checkbox marketing,” said Pedro Lerma, CEO and Founder, LERMA/. “It comes from understanding the communities shaping culture and building brands that earn a meaningful role in their lives. Diplomático has global equity and craftsmanship on its side. Our job is to turn that into real business momentum for the brand here in the U.S.”
