The packaging intends to highlight its heritage with the phrase “perfected by tradition” embossed on the new, squarer-shaped bottle. The label has been given a vintage look.
Increased trade support will help drive?brand visibility and sales beyond the rum’s?traditionally strong sailing heartland.
However, First Drinks says Mount Gay will maintain support for its key audience by sponsoring Cowes Week sailing regatta again this year.
Senior brand manager Kathy Roe said: “Mount Gay – the rum that invented rum – is an iconic global brand with huge potential for further growth in the UK.
“We are trebling our annual marketing investment in Mount Gay in 2010 and the distinctive new packaging will be followed by exciting sponsorship and product news later in the year. We’re really confident this will give new impetus and momentum to the world’s oldest rum.”