News

Cruzan Rum Distiller's Collection gets premium-focused makeover

Most popular

Tailor spirits marketing to today's consumer

Remy Cointreau rediscovers China balance - comment

just-drinks speaks to Bombay Sapphire VP

Tariffs risk reversing Australian wine's hard work

Coronavirus special - US Distilled Spirits Council

MORE

Beam Suntory has completed a packaging upgrade for the Estate Diamond Distiller's Collection range within its Cruzan rum portfolio.

The updated packaging will apply across Cruzans Distillers Collection expressions

The updated packaging will apply across Cruzan's Distiller's Collection expressions

The revamp, unveiled today, has been undertaken to "set [the Distiller's Collection] apart from its cheaper, fruit-flavoured sister range", according to brand design agency Webb deVlam, which was tasked by Beam Suntory with creating the new look. The upgrade, featuring a wood-and-cork closure, embossed glass logo and textured labelling, applies across the full Estate Diamond Distiller's Collection – Light, Dark, Single Barrel and Black Strap.

"Cruzan recognised that there was a growing band of 'casual connoisseurs', people who enjoy the complexity and sophistication of premium rums … and that other premium brands were experiencing stronger growth," said Webb deVlam today.

Research over a two-year period found that consumers "felt the similarity between the premium and flavoured bottles diminished the high-end experience", the agency noted.

Cruzan's Distiller's Collection, which was launched four years ago, is available across the US and in the Global Travel Retail channel. Beam Suntory's predecessor, Fortune Brands, acquired Cruzan from Pernod Ricard in 2008.

Why is the spirits industry failing to push innovation beyond the top-end? - Click here for a just-drinks comment


Related Content

Hemingway Rum Co outlines European expansion plans with production ramp-up - Rum in Europe data

Hemingway Rum Co outlines European expansion plans with production ramp-up - Rum in Europe data...

The Jamaica effect - How Appleton Estate is premiumising rum - Interview, Campari Group CEO Bob Kunze-Concewitz, Part I

The Jamaica effect - How Appleton Estate is premiumising rum - Interview, Campari Group CEO Bob Kunz...

Key Brands Performance - Rum Essentials, Part IV

Key Brands Performance - Rum Essentials, Part IV...

The season of Japanese goodwill as M&A premium hits home - Comment

The season of Japanese goodwill as M&A premium hits home - Comment...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?