JAH45 Rum Takes Inspiration from the Jamaican Music Scene
Laura McQuarrie — June 14, 2018 — Lifestyle
References: jah45 & barmagazine
JAH45 is the name of a new rum brand that takes inspiration from Jamaica’s music scene. As the brand describes, "rum and music were entwined in the 50s and 60s" and its name pays tribute to 45 RPM records.
The rum is offered in variants like 18ct Gold, Silver, Dark and Spiced at 40% ABV and White Overproof at 63%, with an aim to disrupt the category in the UK. The packaging designs for these rum products, inspired by old dance hall posters, was developed to appeal to the social music lover.
While the JAH45 Spiced takes the form of a three-year-old rum that has been macerated for 48 hours with vanilla, cinnamon, citrus and pimento, others are unaged and all of the new rum products boast an authentically Jamaican spirit.
The rum is offered in variants like 18ct Gold, Silver, Dark and Spiced at 40% ABV and White Overproof at 63%, with an aim to disrupt the category in the UK. The packaging designs for these rum products, inspired by old dance hall posters, was developed to appeal to the social music lover.
While the JAH45 Spiced takes the form of a three-year-old rum that has been macerated for 48 hours with vanilla, cinnamon, citrus and pimento, others are unaged and all of the new rum products boast an authentically Jamaican spirit.
Trend Themes
1. Jamaican-inspired Rums - Disruptive innovation opportunity: Develop new flavor profiles and packaging designs that appeal to consumers looking for unique and authentic rum experiences.
2. Music-inspired Alcohol Brands - Disruptive innovation opportunity: Create alcohol brands that tap into the nostalgia and emotions associated with specific music genres or eras.
3. Authentic Rum Experiences - Disruptive innovation opportunity: Design immersive brand experiences that transport consumers to the rich cultural heritage of rum production in Jamaica.
Industry Implications
1. Alcohol and Spirits - Disruptive innovation opportunity: Explore partnerships with music artists to create limited-edition rum products that attract a niche and dedicated fan base.
2. Packaging and Design - Disruptive innovation opportunity: Develop innovative packaging designs that reflect the history and cultural significance of rum making in Jamaica.
3. Music and Entertainment - Disruptive innovation opportunity: Collaborate with alcohol brands to create unique music-driven events and experiences that elevate the consumer's enjoyment of both products.
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