Re-introducing itself to the world as a premium, hand-crafted, leading brand, Mount Gay Rum has undergone a bold re-branding that hones in on its Bajan heritage. As the world’s oldest rum producer, which is proven by a legal deed dated 20th of February 1703 confirming the existence of a "pot still house" on the brand's sugar cane Estate in Barbados, this new packaging celebrates culture, longevity and a quality product.
The label of Mount Gay Rum, specifically for its Eclipse and Silver variants, now features a more prominent map of Barbados, directly inspired by a map drawn in the middle of the XVIIIth Century by Eman Bowen. Yet it maintains its established red cap and shape for existing fans of the drink.
Bajan-Celebrating Rum Branding
Mount Gay Rum Embraces a Bold Package Redesign
Trend Themes
1. Premium Rum Branding - The bold re-branding of Mount Gay Rum showcases the opportunity for premium rum brands to celebrate their heritage and elevate their packaging design.
2. Cultural Iconography in Packaging - The incorporation of Bajan cultural elements, such as the map of Barbados, in the Mount Gay Rum packaging highlights the trend of using cultural iconography to connect with consumers.
3. Historical Legacy in Product Identity - Mount Gay Rum's emphasis on its 300+ year history as the oldest rum producer presents an opportunity for other brands to leverage their historical legacy as a selling point in the competitive spirits industry.
Industry Implications
1. Alcoholic Beverages - The re-branding of Mount Gay Rum opens up possibilities for disruption in the alcoholic beverages industry, particularly in the premium rum segment.
2. Packaging Design - The new packaging design of Mount Gay Rum exemplifies the potential for disruptive innovation in the packaging design industry, where cultural elements and historical narratives can be creatively incorporated.
3. Barbadian Tourism - The celebration of Bajan culture in Mount Gay Rum's branding suggests opportunities for disruptive innovation in the Barbadian tourism industry, where branding partnerships with local products can enhance the tourist experience.