The brand will have revamped packaging and a focused portfolio, which the company said "pays tribute to the rum's artisanal approach", and it also places greater emphasis on its small batch production.
The contemporary feel has been evolved while the bottles have also changed; they are shorter with a foiled label design, to reflect the hand-crafted ethos of the rum.
The brand now comprises three variants: Elements Eight Vendome is a deluxe aged rum, aged for up to six years in Kentucky Bourbon barrels. Vendome makes reference to one of the still used in the triple distillation process. Elements Eight Exotic Spices is the most complex spiced rum in the world, according to the producer, because it is infused with ten fruits and spirces married with fine aged rum. And finally, Elements Eight Platinum was one of the first aged white rums; it is aged for four years in Kentucky Bourbon barrels and lightly charcoal filtered to remove colour.
UK-based founder Carl Stephenson, said: "The rum category, in particular the super premium sector, ahs really seen strong growth. From the outset, our approach has been artisinal, working with St Lucia Distillers, investing in hand-crafted production and slow-ageing. The new approach will better emphasise these artisinal, craft credentials which really resonate with today's spirits drinkers."
Nick Gillett, managing director for Mangrove, the UK distributor of Elements Eight, said: "Mangrove is excited to be launching the new packaging of Elements Eight. It is the perfect way to celebrate this fantastic rum, which set the category alight with its previous bottle in 2006."
Elements Eight is a blend of eight single distillery rums and crafted from eight individual elements.