Don Q Reawakens Don Quixote’s Timeless Valour for Modern Era

Don Q Rum and alma have unveiled their first collaboration – a bold campaign that reimagines Puerto Rico’s premier rum with a revitalised identity that honours its heritage while embracing today’s culture of authenticity and bold individuality. Aptly titled 'Redefine the Knight,' this initiative signals a transformative new chapter for the iconic brand, which has long stood as Puerto Rico’s #1 rum. Through this campaign, Don Q embraces its storied legacy while charting an inspiring path forward in the modern world.

The campaign draws inspiration from the legendary figure of Don Quixote, whose themes of bravery, courage, and loyalty undeniably reflect the ethos and style of today’s modern drinker. Through cinematic storytelling and rich visuals, 'Redefine the Knight' reframes Don Q not just as a product, but as a symbol of character and quiet valour.

“With ‘Redefine the Knight,’ we wanted to show that true character never goes out of style,” said Gabriella Ripepi, CMO at Destileria Serralles. “This campaign celebrates the courage it takes to live by your own code — the same bold spirit that has defined Puerto Rico and inspires rum lovers everywhere.”

The hero film, directed by Jimmy Fernandez, bridges eras: trading steeds for rideshares and armour for crisp tailoring, to show how timeless virtues live on in everyday life.

“This idea lets us do more than make an ad, it lets us build a point of view,” said Beatriz Torres, executive creative director at alma. “The Don Q team wasn’t afraid to challenge what a dark spirit could stand for, and together we redefined a classic through a modern lens. That kind of trust and ambition is what pushes culture forward. The Spirit of the Knight is about rewriting the codes of what’s considered brave or loyal today. That’s the kind of story that lasts.”

'Redefine the Knight' will roll out at the end of October across major U.S. markets including Miami, Orlando, New York, Dallas, and Houston, supported by paid social, OLV, programmatic, and in-store activations. Future phases will include national OOH and experiential extensions, continuing the brand’s evolution through 2026.

To learn more about how Don Q is redefining the knight, visit www.donq.com.