Heaven Hill Distilleries has launched a new POS campaign to support the recent package redesign of its Whaler's rum brand.

The company said today (26 March) that the theme for the campaign is "tropical and upscale" and uses the tagline 'This Way to Paradise'. The POS will include a case card, flavoured shelf talker, original shelf talker, shelf strips, floor bin and table tent bar card, the company said.

Whaler's associate brand manager, Brittany Blevins, said: "With the direction of the brand evolving, this new campaign is more in line with the new, upscale packaging. The POS will also provide more differentiation of the Whaler's flavours from the original, more traditional rums."