New design announced for Ron Zacapa 23 and XO


Ron Zacapa 23

A new look has been announced for Ron Zacapa’s 23 and XO variants to reflect the Guatemalan rums’ luxury credentials and the craftsmanship that goes into them.

Ron Zacapa 23, an ultra-premium blend of rums aged between six and 23 years, has a new slender bottle that subtly details the White Nun Orchid – Guatemala’s national flower.

The individually handcrafted petate band, woven by women from the Guatemalan communities, remains a prominent feature, and is now adorned around the bottom of the bottle, shifting the brand detail to a prominent eye-catching position.

The new Ron Zacapa XO bottle, contemporary in design, presents a vision of luxury and sophistication to convey the super-premium liquid. The elegantly curved decanter bottle also pays homage to the handcrafted petate band. However, in keeping with the premium design, this is now embossed around the bottle in a striking gold pattern.

Retaining cues to the brand’s heritage, the new bottles are designed to create added stand-out behind the bar.

Both Ron Zacapa 23 and Ron Zacapa XO bottles are encased in premium black outer boxes to further illustrate the new designs and the quality of the rum. With a luxurious look and feel, the packaging further emphasises the gifting opportunity in the off-trade.

Nick Temperley, head of Diageo Reserve Brands GB, said: “In the UK, the demand for premium drinks is driving the total spirits category as people choose brands with heritage and an interesting story.

“In line with this trend, Diageo Reserve has continued to invest in Ron Zacapa with the launch of new packaging, designed to show the brand’s authenticity and premium credentials.

“While Ron Zacapa drinkers will recognise many features that have remained a focus in the new design, the contemporary new look will also attract new consumers to the category.”

The new Ron Zacapa 23 packaging will be available in the UK from late September while Ron Zacapa XO will roll out into trade early in 2016. The new bottles will be available in premium bars and restaurants and luxury retailers across the UK.

ron zacapa rum xo

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