Cruzan Rum, a brand of Deerfield, Ill.-based Beam Suntory Inc., announced it is unveiling the brand’s new campaign: A Diamond in the Rum. Crafted on the island of St. Croix, the company describes Cruzan Rum as a unique and exceptional spirit — qualities typically reserved to describe diamonds — and it’s these traits that inspired the latest campaign.

An invitation to discover a taste unlike any other, A Diamond in the Rum highlights the authentic spirit of St. Croix and the care that goes into creating the smooth, one-of-a-kind taste that makes the rum exquisite, the company says. The new digital campaign, created by Walton Isaacson, showcases 3rd generation Master Distiller Gary Nelthropp and highlights what makes Cruzan A Diamond in the Rum, it adds.

“My family has been crafting Cruzan Rum on St. Croix for generations,” Nelthropp said in a statement. “From the tropical rain water collected in our wells to the sugar cane molasses, and through each stage of the rum-making process, we believe that when you put the best in, you get the best out. That’s why our team takes great care to create a quality rum [that is] true to the spirit of the island, and I am tremendously proud of the product we produce.”

The campaign will be supported throughout 2016 via social media programming, digital support, public relations efforts and retail extensions.

“Cruzan is a hidden gem in the rum category, so we wanted to create a new campaign that shared our story,” said Brendan Lynch, senior brand director of rum and cordials at Beam Suntory, in a statement. “A Diamond in the Rum brings to life our St. Croix heritage and showcases the care that goes into making our rum. And, since every fan can’t visit our St. Croix distillery for themselves, we wanted to bring the spirit of the island to them.”