Elements Eight rum re-imagines range

St Lucia-made rum brand Elements Eight is set for a global relaunch with new packaging and a refocused range of three expressions in celebration of its 10^th anniversary.

Elements Eight rum’s new packaging is said to reflect the brand’s “small batch production”

The new look bottles in the range are shorter that the previous design and aim to emphasise Element Eight’s “artisanal approach” and “small batch production” with a “contemporary” foiled label design.

In just April last year, Elements Eight gave its entire range a packaging makeover to make its bottled more ergonomic for bartenders.

The range now comprises just three variants: Elements Eight Vendôme, aged for up to six years in Kentucky Bourbon barrels; Elements Eight Exotic Spices, a “complex” spiced rum; and Elements Eight Platinum, one of the industry’s first aged white rums.

Elements Eight’s previous range consisted of four bottlings: Elements Eight Spiced Rum; Elements Eight Gold Rum; Elements Eight Platinum Rum; and Elements Eight Criollo Cacao Rum.

The former design for Elements Eight rum

“The rum category – in particular the super-premium sector – has seen really strong growth,” said Carl Stephenson, UK-based founder of Elements Eight. “From the outset, our approach has been artisanal, working with St Lucia Distillers, investing in hand crafted production and slow ageing.

“The new approach will better emphasise these artisanal, craft credentials which really resonate with today’s spirits drinkers.”

The reimagined range will be distributed in the UK by Mangrove.