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Santa Teresa 1796 Rum debuts new look
Venezuelan rum brand Santa Teresa 1796 has unveiled updated packaging inspired by its process and heritage.
Santa Teresa 1796 rum has refreshed its label, enlarging its typeface and adding blue accents. The more modern design pays homage to the brand’s history while also signalling a new chapter for the rum producer. The rum inside remains unchanged.
The new look features a redesigned canister that emphasises Santa Teresa’s solera process. The bottle itself displays an updated logo, the brand name shown in blue instead of gold, while the numbers ‘1796’ are more pronounced.
The rum is aged three times, first as light, heavy and pot-still distillate for four to 35 years, then in a solera cask made of four hogshead barrels, and finally in a solera vat made of French limousin oak.
Bottled at 40% ABV, the rum’s aroma is fruity and sweet, while the palate shows notes of nuts, leather, vanilla, cinnamon, dark chocolate, and prunes.
All manner of brands introduced new looks in 2024 in an effort to catch the consumers’ eye.
In November, IWSR’s US Navigator reported that from January to July 2024, rum in the US fell by 5% year on year with total spirits down by 3%.
The report noted a lack of new brands and that while premiumisation has been ‘robust’, it is occurring within lower price tiers than whisky and Tequila.
Santa Teresa placed silver in The Spirits Business’ Luxury Masters 2024 blind tasting.
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