Steal this rum

Stolen Rum asked: Do you have a judgmental tongue?

Participants queued up for a taste.

Bottoms up.

Taste testers jotted their answers onto slips of paper.

Participants received pins that stated, “I took the Stolen Rum Challenge.”

61% preferred Stolen Rum to Bacardi.

Stolen Rum polled its Facebook fans to see if it should share its recipe.

Stolen Rum sent an open letter to Bacardi offering up its recipe.

Stolen Rum Challenge prize pack.

New Zealand rum brand Stolen Rum, with help from independent market research testing agency Perceptive, conducted blind taste tests in November 2011 modeled on the well-known Pepsi- Challenge in an attempt to prove that Stolen Rum is the rim of choice for consumers.

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