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Elements 8 redesign champions artisan roots

Elements Eight, the single distillery rum from St Lucia, is celebrating its 10th anniversary since its inception at the London Bar Show in July 2006. The brand is relaunching with revamped packaging and a focused portfolio.

With unchanged rum liquid, the new range pays tribute to the rum’s artisanal approach and places greater emphasis on its small batch production. The contemporary feel, a key part of the brand’s identity, has been evolved whereby the bottles are shorter and the foiled label design reflects the hand-crafted ethos of the rum. The rums now comprise three variants:

Elements Eight Vendôme, a deluxe aged rum, aged for up to six years in Kentucky Bourbon barrels. Vendôme makes reference to one of the stills used in the triple distillation process. Louisville, Kentucky is the home of the Vendôme Still and is a cross between a column and a pot still which provides the master distiller with new avenues to develop flavoursome rum profiles
Elements Eight Exotic Spices, claimed to be the most complex spiced rum in the world, is Infused with 10 fruits and spices (clove; cinnamon; vanilla; ginger; nutmeg; star anise; coconut; orange; lemon; and honey) married with aged rum
Elements Eight Platinum, one of the pioneering rum brands - it was the first aged white rum. Platinum is aged for up to four years in Kentucky Bourbon barrels and lightly charcoal filtered to remove colour.

UK-based founder Carl Stephenson, who has previously worked with Allied Domecq, Moët Hennessy and Wray & Nephew, comments: “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, Mangrove (UK distributor), comments: "Mangrove is excited to be launching the new packaging of Elements 8. It is the perfect way to celebrate this fantastic rum, which set the category alight with its previous bottle in 2006."

Elements Eight is a complex blend of eight single distillery rums and crafted from eight individual elements – terroir, cane, water, fermentation, distillation, tropical ageing, blending and filtration. The new look, created by The Brand Foundry, is designed to take Elements Eight into the next decade of its journey.

For further information contact Elements Eight Rums via: info@e8rum.com www.e8rum.co

Pictured below: E8 bottles before this month's redesign/refocus