# Elegant Alcohol Branding The New 10 Cane Rum Packaging Shape-Shifts for a Rational Form By Amelia Roblin | Published 2011-05-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/10-cane-rum-packaging References: [thedieline](http://www.thedieline.com/blog/2011/5/3/before-after-10-cane-goes-square.html) & [wdw](http://www.wdw.com/werk.php?id=1&brand=1#a1) Though taste may be timeless, aesthetics aren't always, and 10 Cane Rum packaging has been enhanced by the brewers to ensure that the product keeps up with consumers' preferred visual flavor. Interestingly, the [Werner Design](https://www.trendhunter.com/trends/cabot-triple-cream) Werks studio has seemingly brought the bottle back a few hundred years by changing its rectangular cross-section into a square one. The implications are, however, quite contemporary, allowing the manufacturer to use less glass per flask, and enabling increased ease for the bulk boxing the liquor. With this tactic in mind, its not surprising to note that the new label upholds a [classic appearance](https://www.trendhunter.com/trends/sophisticated-whisky-packaging), with an intricate logo crest highlighted to harken the brand's history. A refreshed image referring to the past is a clever way for 10 Cane Rum packaging to appeal to the public. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 70% | Activity: 73% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Streamlined Packaging:** Alcohol brands are shifting packaging shapes to reduce glass usage and enable easier packaging, presenting a disruptive innovation opportunity for designers. - **Heritage Branding:** Updating labeling with a classic appearance is a strategy alcohol brands are using to appeal to consumers and highlight brand history, presenting a disruptive innovation opportunity for marketers. - **Functional Aesthetic:** Balancing aesthetic appeal with functional benefits such as reduced material usage and easier packaging is a trend that is reshaping alcohol packaging design, presenting a disruptive innovation opportunity for designers. ### Where This Applies - **Alcohol Manufacturing:** The alcohol manufacturing industry can explore packaging redesigns to reduce material usage and streamline packaging processes. - **Graphic Design:** As alcohol brands focus on heritage branding, graphic designers can explore new ways of integrating classic aesthetics with modern design trends. - **Sustainable Packaging:** The trend towards reduced glass usage in alcohol packaging presents an opportunity for the sustainable packaging industry to create innovative solutions that balance aesthetics with environmental benefits. ## Related on Trend Hunter - [Rum-Based Cream Liqueur Packaging](https://www.trendhunter.com/trends/rumbased-cream-liqueur.md) - [Exceptional Tequila Packaging Designs](https://www.trendhunter.com/trends/bottle-and-packaging-redesign.md) - [Sophisticated Tequila Packaging Designs](https://www.trendhunter.com/trends/el-mayor-tequila.md) - [Modernized Whisky Designs](https://www.trendhunter.com/trends/whisky-designs.md) - [Revamped Canned Cocktail Branding](https://www.trendhunter.com/trends/canteen-spirits-1.md) - [Jeweler-Created Rum Bottles](https://www.trendhunter.com/trends/havana-club-aejo-7-aos-bottle.md) - [Party-Goer Tequila Packaging](https://www.trendhunter.com/trends/olmeca-tequila.md) - [Redesigned Cultural Rum Bottles](https://www.trendhunter.com/trends/havana-club-x-martine-rose.md) - [Artfully Abstract Tequilas](https://www.trendhunter.com/trends/casa-obsidiana.md)