New packaging will appear on shelves at the end of the month

New packaging will appear on shelves at the end of the month

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UK distributor First Drinks has given Mount Gay Eclipse rum a packaging revamp in the country.

The investment, details of which were not disclosed, is part of the biggest annual UK spend on the brand, the firm said today (20 April).

The new bottle and packaging highlights the brand’s heritage and will be on-sale in the UK from the end of the month.

Kathy Roe, senior brand manager for Mount Gay at First Drinks, said: “Mount Gay has huge potential for further growth in the UK. We are trebling our annual marketing investment in Mount Gay in 2010 and the new packaging will be followed by sponsorship and product news later in the year. We’re really confident that this will give new impetus and momentum to the world’s oldest rum.”

The investment will include increased trade support and a campaign sampling 20,000 consumers.

The rum brand is owned by French drinks firm Remy Cointreau, while First Drinks handles the distribution of Mount Gay in the UK.

Mount Gay will sponsor this year’s Cowes Week sailing regatta on the Isle of Wight. Running from 1 to 8 August, Mount Gay will be visible at the event through branding, as well as through radio, PR, sampling and promotions in on-trade outlets.