ELLC unveils redesign and new rum

The East London Liquor Company has debuted a “stripped back look” across its range to emphasise its liquid.

The new ELLC bottles aim to refocus consumer attention on the liquid

East London Liquor Company (ELLC) partnered with branding agency Ragged Edge to create the new-look bottles, which aim to “rip away the façade of craft”.

The new bottle design is said to offer a “clean and daring approach” and aims to refocus attention on the liquids created by ELLC.

“Britain, and especially the east end of London, has had a love affair with great gin that stretches back to the 17th century,” said Alex Wolpert, founder of ELLC.

“It’s seen us through plagues, social upheaval and community celebrations without drilling a gaping hole in our wallets… until recently.

“Since day one, ELLC has delivered great booze for great people at great prices – that’s what we do. But it’s time to call out those who are using this ‘craft’ term to overcharge for our beloved national drink.”

Alongside the updated branding, ELLC has launched a new white rum, East London Rum. The 40% ABV rum is made with spirits from three Jamaican distilleries and uses an 80/20 blend of medium to high ester rums.

East London Rum is available to purchase from the ELLC website priced at £23 (US$30) per bottle.

The London distiller has also gained new listings for its East London Gin, East London Rum and ready-to-drink cans at Tesco supermarkets and Metro stores across South East England.

Wolpert added: “We’re here to deliver the best booze whilst giving you a fighting chance to see out the month, and we all know that’s hard enough as it is at the moment. You can buy our gin for £22 [US$28] in Tesco; if you’re paying £35 [US$45] or more for a bottle, you’re having the wool pulled over your eyes.”