Chairman’s Reserve Unveils Bottle Redesign: A Sip of St. Lucia’s Heritage in Every Drop
Chairman’s Reserve Unveils Iconic New Bottle Design: A Nod to St. Lucia’s Pitons
Chairman’s Reserve, an esteemed rum brand born in St. Lucia in 1999, has rolled out a revamped bottle design, a visual homage to its roots. The new bottles feature the iconic Pitons—twin spires that are emblematic of the brand—embossed at the bottle’s neck. The words “St. Lucia Distillers” are imprinted around the base of the bottle.
The redesign aims to encapsulate the brand’s identity and heritage. Each of the five rum expressions in the lineup now sports a gold “Art of Blend” label, a detailed roadmap of the rum’s distillation and blending journey. The intent? To school consumers and ignite a deeper fascination with the rum universe.
For the Spiced label, the bottle gets artsy, flaunting illustrations of the very ingredients that give the rum its kick.
Eléonor Bertin, International Brand Manager at Saint Lucia Distillers, proclaimed: “This redesign is a nuanced but impactful shift that weaves the iconic Pitons into every bottle, reinforcing Chairman’s Reserve’s identity while delighting fans across its award-winning range.”
Alongside the bottle’s facelift, Chairman’s Reserve is stirring up a collection of signature cocktails. Highlights include a Mai Tai, a Chairman’s go-to, and a tribute to Nobel Laureate Derek Walcott with a Daiquiri crafted from Chairman’s Reserve White Label and St. Lucia bananas.
Expansion isn’t slowing down. This year saw Chairman’s Reserve marching into new territories, including Greece, Italy, Poland, and Australia.
The timing is impeccable. The rum market is blazing, with recent data revealing that over a quarter of Brits now prefer rum to beer.
