Rum Journal: A New Look for Chairman’s Reserve

St. Lucia Distillers is unveiling new packaging for its flagship export rum brand, Chairman’s Reserve.

The new look is coordinated with the scheduled relaunch of the brand in the U.S. on July 1.

A unique blend of aged rums from pot and column stills, Chairman’s Reserve “represents what it means to St. Lucians to enjoy a finer life,” the company says.

The company’s 1931 expression topped Rum Journal’s Rum Awards for Rum of the Year in 2015.

“The juice in the bottle speaks for itself,” said Benjamin Jones, director of North America for the brand. “Chairman’s Reserve has always been recognized amongst the finest rums in the world, and now with an elegant refreshed look, Chairman’s Reserve will return the spotlight to St. Lucia as an island with a rich and an original legacy for producing world-class rum.”

To create the new packaging, Chairman’s contracted the services of an international design agency, known for their work with other brands including Grey Goose and Remy Martin.

While revamping the look of the brand, the new labels are still recognizable by the current Chairman’s Reserve’s rum enthusiast community.

With the new label, the brand aims to embody the “true essence” of St. Lucia and compete more effectively at the international level in the premium rum category as well as against all premium aged spirits.

To this end St. Lucia Distillers will re-release “1931” as a limited reserve expression in the Chairman’s portfolio, now as “Chairman’s Reserve 1931.”