New Look, Same Great Rum!
Ever since Groupe Bernard Hayot announced the acquisition of St Lucia Distillers, we’ve been awaiting signs of the new owner’s influence. In a reasonably informal chat before the recent Paris RhumFest, we found out that the team have been considering the huge number of expressions produced at SLD – whether to keep them on, to bring them into more of a family context and to even consider which of the local market only expressions (such as Bounty) might well be considered for export. We also heard about the packaging revision and so have been eagerly awaiting the first glimpse.
We’ll be keen to see what happens with the Admiral Rodney expression, as whilst it’s a very fine rum, it’s production method is a little different to the Single Blended Rum approach of the Chairman’s family and so perhaps deserved to remain separate.
Happy to see that 1931 is now included in the Chairman’s family as it adds a nice bit of aspiration to the range – a desirable top end. It’s got a very ‘Clement Decanter’ vibe going on, in a wholly positive way.
Read on for the official press release...
Press Release: St Lucia Distillers, the sole distillery on the island of Saint Lucia and producer of fantastic award winning rums is excited to reveal improved packaging of their rum brand “Chairman’s Reserve”.
From inception, Chairman’s Reserve solidified itself as one of the best rums in the world. A unique rum blend, Chairman’s Reserve is the essence of everything Saint Lucian. A premium destination in the Caribbean where the finer things can best be enjoyed; Chairman’s Reserve with its new packaging will embody Saint Lucia in every respect.
To create this new packaging, St. Lucia Distillers acquired the services of an international design agency, highly regarded for their work for prestigious brands such as Grey Goose and Remy Martin. Their task was to give Chairman’s Reserve the premium look that it deserves, without losing its unique identity. The new labels, though clearly upgraded, will still be instantly recognizable by the current Chairman’s Reserve enthusiast community. “Chairman’s Reserve will no longer be understated. The bold new look will say to the world what Chairman’s Reserve drinkers already know – Chairman’s Reserve is the finest rum in the world” says Margaret Monplaisir, Saint Lucia Distillers Managing Director. “The improved look also makes Chairman’s Reserve a more fitting ambassador of all that is Saint Lucian”.
As the brand continues to grow, the goal is for Chairman’s Reserve to be enjoyed all over the world. “We expect the brand’s rejuvenated direction to attract dynamic new distribution partners in priority global markets, which fit the strategy we have for Chairman’s Reserve,” says Matthieu de Lassus, Chairman’s Reserve Export Director. “Chairman’s Reserve will compete for more effectively at the international level in the premium rum category, and more broadly against all premium aged spirits”.
With this vision, St. Lucia Distillers will re-release the brand “1931” as a super-premium reserve rum in the Chairman’s Reserve portfolio. Now to be known as “Chairman’s Reserve 1931”, this rare aged rum will round off the new, polished portfolio of Chairman’s Reserve. “Chairman´s Reserve Forgotten Casks” will be available in July 2017 and “Chairman´s Reserve 1931” in September 2017.
Rum Databank: St Lucia Distillers
Country of origin: St Lucia