Mimosa Rwm – Great Welsh Stories Campaign

Client: Mimosa Rwm Espiritu
Content: Promo Video, Unscripted, Brand Content

Client Background

Mimosa Rwm is a premium Welsh rum brand that celebrates craftsmanship, heritage and the power of bringing people together through shared experiences. More than simply producing a distinctive spirit, the brand is committed to celebrating the people, places and stories that make Wales unique. Working alongside the brand’s creator and Welsh rugby legend Alun Wyn Jones, Mimosa Rwm continues to build a brand identity centred around authenticity, conversation and meaningful moments.

Project Brief:

Focus Shift Films partnered with Mimosa Rwm to develop and produce Great Welsh Stories, an ongoing branded content series celebrating inspiring individuals from across Wales. The campaign follows Alun Wyn Jones as he sits down with people who have built remarkable businesses, communities and careers, exploring the journeys, challenges and defining moments that shaped their success. Featured guests include singer and farmer Tom Jenkins, Texas Taff BBQ founder Dan, the team behind the San Portablo clothing brand, with more to come. Each conversation concludes with Alun and his guest raising a glass of Mimosa Rwm to toast the journey, reinforcing the brand’s message that every great story deserves a great toast.

Creative Approach:

Rather than producing traditional product-focused advertising, we helped create a content series that places storytelling at the heart of the brand. Every episode features a relaxed, long-form conversation lasting more than twenty minutes, allowing guests to share their experiences in depth while creating genuine moments of humour, reflection and inspiration. By allowing conversations to develop naturally, the audience builds a stronger connection with both the guest and the Mimosa Rwm brand, creating content that feels authentic rather than promotional.

To maximise the value of every production, each long-form interview is transformed into a series of engaging short-form videos tailored for Instagram and other social media platforms. These clips focus on memorable moments, emotional stories and practical insights, helping extend the campaign’s reach while encouraging audiences to watch the full interviews. This long-form-first content strategy has enabled Mimosa Rwm to build a distinctive digital identity that goes beyond promoting a premium Welsh rum, positioning the brand as a platform for celebrating remarkable people, meaningful conversations and the stories that deserve to be remembered.