The new packaging emphasises the quality, heritage and authenticity of the premium hand-crafted variant of Mount Gay rums from Barbados.
The new Mount Gay label design includes bolder statements on the brand’s Bajan heritage, featuring a more prominent map of Barbados, as well as cues to authenticity and history with the year the brand was established more clearly visible.
The bottle is now engraved, paying homage to where the rum is produced, with matching bold font on the label face as a reference to the hand-stamped barrels of the past.
While keeping its iconic red cap and shape, the new bottle is designed to create more stand-out on the back bar.
It will be unveiled at the annual Rumfest show on October 12 and 13 at the Excel centre in London’s Docklands where the brand will have a stand and be sampling the Mount Gay range.
Alvin Saal, Mount Gay brand manager at First Drinks, said: “The new pack is an exciting development for the brand. We know that consumers are increasingly looking for quality, craftsmanship and brands with substance. Mount Gay is perfectly placed to deliver this and the new pack has been developed with these messages in mind.
“We will be launching the new Mount Gay packaging at Rumfest, which is a great platform and will provide us with the opportunity to reveal the brand’s new look to thousands of consumers over the two days. We will also offer visitors the chance to sample the liquid and learn more about Mount Gay.”
Mount Gay is in growth in the on-trade, up 67% according to on-trade specialist CGA Strategy, while in the off-trade growth is at 27%.