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.
