In March 2016, Groupe Bernard Hayot announced their acquisition of St Lucia Distillers, and now with the news of this packaging update we are starting to see the signs of the new owner’s influence coming though. St Lucia Distillers is the sole distillery on the island of St Lucia and have excitedly revealed the new look of their “Chairman’s Reserve” range, which now also looks to bring the previously separately branded 1931 into the Chairman’s family.
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, St Lucia Distillers Managing Director. “The improved look also makes Chairman’s Reserve a more fitting ambassador of all that is St 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 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.
Speaking to the Spiridom team a little more informally, just prior to the Paris RhumFest, I further learnt that part of task confronting the team was to consider the large number of marques that St Lucia Distillers produce, some of which were previously local market only, may well be considered for export now. So whilst this revision to the packaging is a wonderful start, we can expect further announcements from St Lucia Distillers.