Striking new look unveiled for Elements Eight rums

Elements Eight Rums

A completely new look for the Elements Eight range of rums from St Lucia is to be unveiled today as part of the brand’s 10th anniversary.

Although the liquid is unchanged, it has new packaging that puts greater emphasis on its small-batch production and pays tribute to its artisanal approach.

The evolution of the contemporary has led to the bottles being made shorter and a redesign of the foiled labels to reflect the hand-crafted methods used in making the rum.

The range now comprises three variants: deluxe aged rum Elements Eight Vendôme, spiced rum Elements Eight Exotic Spices, and aged white rum Elements Eight Platinum.

They are due to be unveiled at the Imbibe Live show in Olympia in London today and tomorrow by Elements Eight founder Carl Stephenson and UK distributor Mangrove.

Carl said: “The rum category – in particular the super-premium sector – has seen really strong growth. From the outset, our approach has been artisanal, working with St Lucia Distillers, investing in hand-crafted production and slow ageing.

“The new approach will better emphasise these artisanal, craft credentials which really resonate with today’s spirits drinkers.”

Nick Gillett, managing director of Mangrove, added: “Mangrove is excited to be launching the new packaging of Elements Eight. It is the perfect way to celebrate this fantastic rum, which set the category alight with its previous bottle in 2006.”

All three variants are a complex blend of eight single distillery rums from St Lucia in the Caribbean and crafted from eight individual elements: terroir, cane, water, fermentation, distillation, tropical ageing, blending, and filtration.

Elements Eight Vendôme is aged for up to six years in Kentucky bourbon barrels and is named after one of the stills used in the triple-distillation process. The still, in Louisville in Kentucky, is a cross between a column and a pot still which provides the master distiller with new avenues to develop flavoursome rum profiles. The rum was previously Elements Eight Gold Rum.

Elements Eight Exotic Spices is infused with 10 fruits and spices – a clove, cinnamon, vanilla, ginger, nutmeg, star anise, coconut, orange, lemon and honey – married with a fine aged rum. Previously, the variant was Elements Eight Barrel Infused Exotic Spiced Rum.

Elements Eight Platinum, which has not changed its name, was the first aged white rum. It is aged for up to four years in Kentucky bourbon barrels and lightly charcoal filtered to remove colour.

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