Thursday, June 8, 2017
St. Lucia Distillers under the new ownership of Group Bernard Hayot is unveiling new packaging for its flagship export rum brand, Chairman’s Reserve. The new look is coordinated with the scheduled relaunch of the brand in the United States in July of 2017.
A unique blend of aged rums blended that originated from pot and column stills, Chairman’s Reserve “is the meaning of enjoying the fine life to St. Lucians, according to the company. “The juice in the bottle speaks for itself,” said Benjamin Jones, director of North America for the brand. “Chairman’s Reserve has always been recognized among the finest rums in the world, and now with an elegant refreshed look, Chairman’s Reserve will return the spotlight to St. Lucia as an island with a rich and an original legacy for producing world-class rum.”
Chairman’s contracted the services of an international designer, well known for their work with other brands in the spirits industry. While revamping the look of the brand, the new labels are still recognizable by the current Chairman’s Reserve’s rum enthusiast of the rum community. The new label will lead the brand toward the embodiment of the “true essence” of St. Lucia and compete more effectively at the international level in the premium rum category and against all premium aged spirits. St. Lucia Distillers will re-label “1931” as a limited reserve expression in the Chairman’s portfolio, as “Chairman’s Reserve 1931” as well.