Elements 8 has updated the look of its rum range

Elements 8 has updated the look of its rum range

Elements 8 has reworked the packaging of its entire namesake super-premium St Lucian rum range in a bid to reinforce its contemporary credentials.

The revamp is the first since the range – which now includies Gold, Platinum, Barrel Infused Spiced and new addition Barrel Infused Criollo Cacao – was launched ten years ago in the UK. The new design includes shorter, lighter bottles with curved edges, designed to make them easier to handle behind the bar, plus a new red logo to aid stand-out.

"The new bottle is the result of consultation with a number of bartenders who wanted something with better ergonomic design," said Elements 8 owner Carl Stephenson.

"This has been particularly important for the bars featuring Elements 8 on their cocktail lists and which use the bottle multiple times a night."

The new pack will be available to bars, restaurants and independent retailers in the UK via distributor Mangrove, as well as in nine additional markets: France, Australia, Québec and Alberta in Canada, India, Hong Kong, the Netherlands, Lebanon and St Lucia.