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New, more ergonomic, design for [e]8 rums

Ten years since it first launched on the UK market, Elements 8 Rum has redesigned its packaging.  All four rum styles – [e]8 Gold, [e]8 Platinum, [e]8 Barrel Infused Spiced and the latest addition, [e]8 Barrel Infused Criollo Cacao – are to be re-launched in the new packaging, which is available to bars, restaurants and independent retailers, via UK distributor, Mangrove.  The new packaging will also be available globally, in nine additional markets: France; Australia; Quebec; Alberta; India; Hong Kong; Holland; Lebanon; and St Lucia.

The new packaging designed by Brand Foundry emphasises the contemporary nature of Elements 8 Rum, which is unusual in a category that is generally very focused on heritage.

The new bottles, manufactured by Bruni Glass, have been created to make handling much easier; they are shorter, lighter and have curved edges.  And the metal plate logo has been replaced with the [e]8 logo in red, for greater stand out both on the back bar and on-shelf.  

Carl Stephenson, owner of Elements 8 Rums, comments “The new bottle is the result of consultation with a number of bartenders who wanted something with better ergonomic design.  This has been particularly important for the bars featuring Elements 8 on their cocktail lists and which use the bottle multiple times a night. We also wanted the new packaging to convey that Elements 8 is a new generation of rum and also underline its super premium positioning.”

20 April 2015 - Felicity Murray The Drinks Report, editor