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Beam Suntory gives Cruzan rum premium revamp

Published:  13 September, 2017

Beam Suntory has given its ‘super’ premium Cruzan Distiller’s Collection a makeover designed to set it apart from its cheaper, fruit-flavoured stable mate.

The updated portfolio, which comprises Light, Dark, Single Barrel and Black Strap, features classic premium bottle cues including broad shoulders, long neck and real wood and cork closures.

In a nod to the collection’s 250-year-old Caribbean heritage, an embossed glass logo referencing the Nelthropp family crest and island motifs has been introduced, with notes and illustrations telling Cruzan’s story alongside and tasting tips.

Created by design agency Webb deVlam across a two-year period, the overhaul would take the brand to “the next level by appealing to the “expanding rum tribe”, said the brand.

“We recognized there was a growing band of ‘casual connoisseurs’, people who enjoy the complexity and sophistication of premium rums, preferring to sip and savour – and that other premium brands were experiencing stronger growth.”

In addition, Cruzan said the similarity between the premium and flavoured bottles “diminished the high-end experience”.

Founded in 1760, the Cruzan Rum Distillery has been run by the Nelthropp family since 1800s.