How it came to be
As WSJ’s resident spirits guru, and thus a major influencer, Charles Passy was among our top targets from the moment we started working with Kenny Chesney-owned Blue Chair Bay Rum. His stories can walk the line between the pleasure of imbibing and the business of spirits – ideal for reaching enthusiasts and decision-makers at once.
An invitation to get to know the brand through a session with master mixologist Jonathan Pogash got Blue Chair Bay on Passy’s radar. Duly impressed by the bottles (and of course the liquid within), Passy came up with a great contrarian peg: how a rum cocktail from beach-themed Blue Chair Bay could be the perfect “take me away” antidote to the frigid cold gripping most of the country.
Why it matters
Passy’s story and companion tasting video got it just right, carrying numerous core messages about quality, attention to detail and strong out-of-the-gate performance…and raving about the Coconut Spiced flavor. Differentiating the multi-award winning artist’s ownership of the brand from typical celebrity endorsement deals, Passy wrote, “this is truly his own spirit rather than simply a licensed product.” Passy’s Weekend Sip column is followed by a sophisticated audience with a thirst to wind down from the busy week, reaching tens of millions each week through WSJ.com and WSJ’s Marketwatch.com, and through syndication across numerous websites including AOL, the Atlanta Journal Constitution and The Austin American-Statesman.