...With A New Look!
Not long after we started our rummy quest back in 2009, TheFloatingRumShack.com
was introduced to Elements Eight Rum
. I have to admit it was via the rather fun/crazy/hilarious ‘Reinvent a classic’ series of competitions at Trailer Happiness
, rather than in any serious, highbrow kinda way – but we’ve been in contact ever since and so as soon as the details of the new look for E8 hit the headlines, we got in contact with Brand Owner, Carl Stephenson
to get more of a feel for the thinking behind the move.
In case you fancy a taster of the fun at Trailer, the following Facebook albums (Mojito July 2009
& Daiquiri June 2010
) might give a hint or two… Search out the videos on our YouTube page as well.
Carl told us “As you know we are an independent British company and the fact we have kept growing for the past ten years is remarkable given the competition. I really feel the future is exciting for Elements Eight, with premium rum gaining more traction as I witnessed first-hand at the last Paris Rhum Fest for example, with visitor numbers who came along with a serious thirst for rum knowledge and discovery”
“I can’t get into very complex definition of what is small batch, artisan etc. on a press release, so my main point is that making elements eight is a complex arrangement and we make it as unadulterated as possible. Passionate in the art of rum making, goes the slogan. Eight single distillates are used in the constituent parts of Elements Eight. Using a combination of two to three yeast strains with three different distillations: Column, John Dore and Vendome. As you know our Vendome is a fairly dry tasting rum, which is perhaps not for the sweeter palates”
“The packaging change is not that surprising given the brand has been on the market for 10 years and hasn’t had a revamp in that time. Variations on tall bottles yes, but this was a serious operation to retain the heart of the brand put represent for the next decade. It really was time to project the rum to premium rum drinkers and design a rum package that carefully listened to consumers and trade alike"
"I wanted to convey a more ‘rummy’ handcrafted feel, the brand is more grown up and has a licence to inject a touch more traditional style, yet still retain elements of contemporariness. I am loving the balance of the packaging and that the key rum making facts are a lot clearer”
“Single Distillery is key on this packaging, as it proudly acknowledges the one distillery process of fermentation, distillation, ageing, blending and filtration. This gives our rums greater consistency and control in blending the eight single rums with one Master Distiller. Not like other multi sourced, island blended rums who have greater sourcing and consistency limitations”
When I asked Carl: “So it appears that the cacao is being dropped. I guess you had good reason?” he responded “The cacao may comeback in future but I just had to focus the range right now so distributors can get behind the core 3 variants” – we’ve got our fingers crossed on that count.
Carl finished with “I hope this is well received and I very much look forward to this packaging setting Elements Eight for another 10 years hopefully with relevant packaging and rums to be discovered”
It’s worth pointing out that Elements Eight Rum will be at Imbibe Live on stand D130 on 4th and 5th July 2016.
Press Release: Elements Eight Rum Champions Artisan Roots
Elements Eight, the single distillery rum from St Lucia, is celebrating its 10th anniversary since its inception at the London Bar Show in July 2006. The brand is relaunching with revamped packaging and a focused portfolio. With unchanged rum liquid, the new range pays tribute to the rum’s artisanal approach and places greater emphasis on its small batch production. The contemporary feel, a key part of the brand’s identity has been evolved, whereby the bottles are shorter and the foiled label design reflects the hand-crafted ethos of the rum. The look is designed to take Elements Eight into the next decade of its journey.
The rums now comprise three variants: Elements Eight Vendôme is a deluxe aged rum, aged for up to six years in Kentucky Bourbon barrels. Vendôme makes reference to one of the stills used in the triple distillation process. Louisville, Kentucky is the home of the Vendôme Still and is a cross between a column and a pot still which provides the Master distiller with new avenues to develop flavoursome rum profiles; Elements Eight Exotic Spices is the most complex spiced rum in the world. Infused with 10 fruits and spices married with fine aged rum (clove; cinnamon; vanilla; ginger; nutmeg; star anise; coconut; orange; lemon; and honey); and Elements Eight Platinum was one of the pioneering rum brands - it was the first aged white rum. Platinum is aged for up to four years in Kentucky Bourbon barrels and lightly charcoal filtered to remove colour.
UK-based Founder Carl Stephenson, who has previously worked with Allied Domecq, Moët Hennessy and Wray & Nephew, comments: “the rum category – in particular the super-premium sector – has seen really strong growth. From the outset, our approach has been artisanal, working with St Lucia Distillers, investing in hand crafted production and slow ageing. The new approach will better emphasise these artisanal, craft credentials which really resonate with today’s spirits drinkers.”
Nick Gillett, Managing Director, Mangrove (UK distributor), comments: "Mangrove is excited to be launching the new packaging of Elements 8. 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 complex blend of eight single distillery rums and crafted from eight individual elements, expertly blended to create an exceptionally smooth and complex rum. Terroir, cane, water, fermentation, distillation, tropical ageing, blending, and filtration are harmoniously balanced.
Rum Databank: Elements Eight Rum
Country of Origin: St Lucia