Largo Bay is a Minnesota based company selling flavored rums, averaging $8-$11 for a 750mL bottle. Their primary competitors are Malibu and Bacardi, who also sell flavored rums. Both Malibu and Bacardi realize that the target audience for flavored rums is people in their 20s and coastal bars. Largo Bay’s packaging appears to be aiming for a different audience: people in their 30s and early 40s. Unfortunately, that demographic is more interested in higher quality liquor than in cheap fruity rums. This redesign is meant to shift Largo Bay’s audience back to people in their 20s in an effort to gain more popularity.
