St Lucia Distillers, the sole distillery on the island of Saint Lucia has revealed new packaging of their Chairman’s Reserve line of rums.
The Company believes Chairman’s Reserve rum captures the essence of everything Saint Lucian. The rebrand was designed to give Chairman’s Reserve a premium look without losing its identity. Chairman’s Reserve enthusiasts will notice upgraded labels that are still instantly recognizable.
“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.
St. Lucia Distillers would like to grow the brand into a globally recognized and globally distributed rum. The new look will see the re-release their “1931” expression which will now be known as “Chairman’s Reserve 1931”. They are targeting it as the super-premium reserve rum in the Chairman’s Reserve portfolio. Drinkers will begin seeing orignal Chairman’s Reserve repackaging on shelves starting in May 2017 while Chairman´s Reserve Forgotten Casks will be available in July 2017 and Chairman´s Reserve 1931 in September 2017.
