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Mount Gay Rum’s contemporary design can be seen at the IAADFS show |
FRANCE. Rémy Cointreau-owned Mount Gay Rum has launched a complete repackaging initiative starting with its flagship Eclipse.
The stylish, contemporary design will be launched in duty free at the IAADFS Duty Free Show of the Americas in Fort Lauderdale this month.
The fresh style, which emphasises the heritage and quality of Mount Gay, was unveiled in the domestic stores in its home market of Barbados in December and by April it will be seen in markets worldwide.
The label, with its striking red and yellow colours, gives clearer information with more emphasis on the brand name, the corporate crest and the trademark signature of Mount Gay Rum’s father, Audrey Ward.
Greater prominence is given to the yellow map of Barbados with its distinctive red star, which marks the exact location of the Mount Gay Estate, while a new brightly coloured red cap strengthens the symbolic link between Mount Gay Rum and the cult Red Caps of the sailing community.
Jean-Myrtil Laurent, Rémy Cointreau’s Marketing Director for Mount Gay Rum & Metaxa, said: “Mount Gay is the oldest rum in the world dating back to 1703 and originating from Barbados where it is the number one rum today. It occupies a premium position in the rum market. We decided that the time had come to revitalise its packaging, capitalising on the authenticity of the product and its impressive heritage. The new design for Eclipse, which will be the trailblazer for the rest of the brand, is cleaner and sharper, more contemporary without losing the quality message.”
The new packaging will be accompanied by merchandising items and advertising themed “˜Adventure tastes better when shared’. An icon in the sailing community, Mount Gay Rum has always been associated with outdoor adventure sports as well as with lazy cocktails.
The award-winning 43% abv Mount Gay premium rum is made from a production process combining continuous distillation in column stills and batch distillation in copper pot stills. It uses natural coral-filtered water for its distillation and Kentucky oak barrels for ageing.
Mount Gay Rum will be on display in Rémy Cointreau Caribbean & Latin America (Booth number: 1803) and the Maxxium Travel Retail Americas (Booth 1603) at the IAADFS Duty Free Show of the Americas.
For details, contact Pascale Dubos, Rémy Cointreau, tel: +33 1 44 13 45 61, e-mail pascale.dubos@remy-cointreau.com
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