Heaven Hill Distilleries has redesigned its labelling for its Whaler's Hawaiian-style rum line. 

The company said today (2 July) that it will keep the graphics for the flavours: Vanille, Killer Coconut, Pineapple Paradise and Big Island Banana, but plans to give a more traditional style to the flavours: Spiced, Original Dark, Great White and Rare Reserve Dark.

Whaler's Rum brand manager Reid Hafer said: "We felt it was important to transition to a more classic rum look for the traditional Whaler's styles. However, the labels for the rum flavours retain the brilliant Hawaiian graphics that helped make the brand an eye-catcher on the shelf."

Heaven Hill recently acquired the Mohawk domestic distilled spirits portfolio in the US.

Last month, the company said that the purchase, from Boisset America, should strengthen Heaven Hill's relationships in Michigan, Texas, Louisiana, Wisconsin and New York with the addition of the Mohawk and Newport franchises, Basilica