The master students on the course in Brand Communication, held by lecturer Cecilia Cassinger, participated in a workshop on brand hierarchy and storytelling in the Cuban rum market led by the Malmö-based agency South Communication’s CEO Andreas Pitlik, and research analyst Victoria Note. Moreover, Andreas is also a part of Advisory Board at the Department of Strategic Communication. Victoria is a graduate from our Master's programme in strategic communication and we were happy to meet her again in a new role.

You would never believe how many interesting stories and destinies there are in the rum category. Rum brands tell mesmerising stories of powerful women master blenders, the red soil of Ciego de Ávila, Finca Vigia where Hemingway wrote some of his greatest work, black tears, and true emotions - holding nothing back.