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Elements 8 Rum redesigns bottles for bartenders

Elements 8 Rum has given its entire range a packaging makeover to emphasise the “contemporary nature” of the brand and make its bottles more ergonomic for bartenders.

Element 8 Rum's new bottles are said to be easier for bartenders to handle
Elements 8 Rum’s new bottles are said to be easier for bartenders to handle

The brand has created new bottle designs for all four of its variants – Gold, Platinum, Barrel Infused Spiced and Barrel Infused Criollo Cacao – which will be available in the UK through distributor Mangrove.

The new designs will also be launched in France, Australia, Quebec, Alberta, India, Hong Kong, Holland, Lebanon and St Lucia.

Designed to “make handling easier”, the new bottles are now shorter, lighter and have curved edges, while the metal plate logo has been replaced with the [e]8 logo in red for greater shelf stand-out.

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

“This has been particularly important for the bars featuring Elements 8 on their cocktail lists and which use the bottle multiple times a night. We also wanted the new packaging to convey that Elements 8 is a new generation of rum and also underline its super-premium positioning.”

The brand launched its cocoa infused rum Criollo Cacao, a blend of St Lucian pot and column still rums infused with Criollo cacao beans, in April 2013.

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