Cruzan Rum’s Estate Diamond Distiller’s Collection has been repositioned by brand design agency Webb deVlam, with a new identity celebrating its 250-year-old Caribbean heritage.

Cruzan claims to have recognised a growing band of ‘casual connoisseurs’, people who enjoy the complexity and sophistication of premium rums, preferring to sip and savour – and that other premium brands were experiencing stronger growth. They asked Webb deVlam to take their Estate Diamond Distiller’s Collection – Light, Dark, Single Barrel and Black Strap – to the next level.

Over two years Webb deVlam worked with Cruzan, carrying out research with focus groups, who felt the similarity between the premium and flavoured bottles diminished the high-end experience.

Webb deVlam also visited Cruzan’s home of Saint Croix in the US Virgin Islands, including master distiller Gary Nelthropp, whose family has been making the rum for generations.

Classic premium-bottle cues have been introduced, including broad shoulders, a long neck and real wood and cork closures. A tampered cut at the base elevates the product, and textured, darker-hued labels with slightly torn edges echo that elegant island-life feel.

An authoritative embossed-glass logo, which references the Nelthropp family crest and island motifs, has pride of place and allows the rum to shine through, showcasing the four distinct colours within the line, from clear to black. Gary Nelthropp’s signature on the Single Barrel and Black Strap editions communicates the care that has been taken with every bottle. Notes and illustrations have been added to the labels to tell Cruzan’s story, and tasting tips included to help consumers savour the individual notes and get the most out of each rum.

Webb deVlam design director José Padilla says: “The beautiful island of Saint Croix and the passionate people of the distillery gave us a true appreciation of the history of the brand. Experiencing the simple island life in person gave our team a deep understanding of the people and moments that make it special. It cemented the idea that rum can be an elegant and sophisticated part of the simple island life. Our new expression of the Cruzan brand brings to life the authenticity and attitude of this premium line of aged rums.”

Cruzan Rum is available in the US and in travel retail outlets in international airports.

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