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Mount Gay Eclipse has a packaging redesign

Mount Gay, the golden rum from Barbados is introducing new packaging for its premium variant, Mount Gay Eclipse, in a move to "reaffirm its positioning as a premium, hand-crafted, leading brand in one of the fastest growing spirit categories".

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.  

The new design is a refresh, tying in the brand’s key messages as well as creating more stand-out on shelf or the back bar, while keeping its established red cap and shape.

Mount Gay Brand Manager at First Drinks, Alvin Saal comments: “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 continues to perform well and is in growth in both the on and off-trade channels, up 67% and 27% respectively.  Rumfest runs from 12th-13th October in London, where the brand will have a stand and will be sampling the Mount Gay range.

Mount Gay is distributed in the UK by First Drinks, a iwholly owned subsidiary of William Grant & Sons.  The First Drinks portfolio includes the William Grant & Sons brands as well as the Rémy Cointreau portfolio (Rémy Martin, Cointreau, Mount Gay and Passoã), Illva Saronno’s Disaronno and Tia Maria, EPI's Piper-Heidsieck and CEDC’s Green Mark, Kauffman and Żubrόwka.

13 September 2013 - Felicity Murray The Drinks Report, editor