“Flor de Caña’s sleek new look emphasises the rum’s heritage, age and traditional craftsmanship,” said Paul Caffrey, global brand development manager of Flor de Caña. “It showcases the brand as unique, modern and super premium – exactly what we need to appeal to our growing customer base around the world.”

The quality of the glass has been enhanced, the bottles etched with stalks of sugar cane and the label design evokes the brand's origins by superimposing the logo over a volcano – a reminder that Flor de Caña is the rum of Nicaragua, land of lakes and volcanoes.

For Flor de Caña's 4, 5 and 7-year-old ‘mixable’ premium rums in the Slow-Aged collection, the new design maintains the familiar bottle shape, but the height has been increased and the sides rounded for a better hand feel.

For Flor de Caña’s award-winning 12 and 18 year-old super-premium single-estate rums in the Centenario Collection, the smooth rectangular shape of the bottle has been maintained while adding height, a more masculine look and heavier glass.

“The new look of Flor de Caña was designed to elevate the value of the brand and attract a wider global audience,” said Caffrey. “Once they taste the rum, new customers will appreciate what Flor de Caña fans have known for more than a century – that this family-owned Nicaraguan rum is among the finest in the world!”