Elements 8 creates super premium spiced category
with launch of a spice infused rum

Super premium rum brand, Elements 8 has created a barrel infused spiced rum, to be launched this summer.

Designed to create a “new tier” of premium spiced rum, Elements 8 Spiced will target style bars and luxury retailers, with an RRP of £29.99 to £34.99, the same as the Elements 8 Gold and Platinum. It can be consumed as a neat pour or used as a cocktail base for spiced versions of classics, such as the Spiced Daiquiri.

Elements 8 Spiced is the result of 18 months development to ensure the perfect blend of fruits and spices, which are 100% natural and indigenous to St Lucia, where Elements 8 Rums are distilled. They comprise: cinnamon, ginger, clove, star anise, vanilla, honey, nutmeg, orange, lemon and coconut. Elements 8 co-creator, Carl Stephenson commented: “we wanted to replicate what we did with Elements 8 Gold and Platinum, but this time for the spiced rum category; this is a sector that is yet to feature a super premium version and we took our time – with an approach more akin to Gin-making with our selection of “botanicals” – creating what we feel is the perfect blend.”

The spiced rum is a complex combination of pot and column still distillation. The fruits and spices are infused within the barrel before being finally blended with the other single rums. The result is a harmonious balance of 10 indigenous spices married with fine aged rum.

Packaging
Elements 8 has also redesigned the packaging across the portfolio. The bottle is designed to have better stand out on the back bar and is ergonomically engineered – with input from top bartenders – to be the optimum design for minimising limited back bar shelf space yet maximising visual impact, with its tall, square and tapered shape. The scalloped side panels bring stronger framing of the 8 elements as well as enabling better grip and hand feel and a metallic cartouche has been embossed on the bottles to differentiate the rums.

Elements 8 was created by drinks industry entrepreneurs, Carl Stephenson and Andreas Redlefsen in 2006. For further information visit the new web-site www.e8rum.com

June 2010