Hotaling & Co has unveiled a packaging update for the Denizen brand in the US, positioning the rum more strongly as a base spirit for cocktails.
The company, which acquired a minority holding in Denizen five years ago, is also utilising provenance cues to promote the brand’s Caribbean roots. The new look will apply across all three expressions in the portfolio – Denizen Aged White, Vatted Dark and Merchants Reserve.
The trio range in price in the US between US$19.99 and $34.99 per unit.
“Our new labels honour the intricate flavours in Denizen rums while positioning Denizen at the forefront of modern rum mixology and the exploration of authentic flavours one seeks in rum cocktails,” said Hotaling CMO Brian Radics.
The San Francisco-based brand owner, which also handles importation duties into the US for several other beverage alcohol companies, is a partner with Amsterdam-based rum blender and supplier E&A Scheer in Denizen.
According to research collated by Park Street in the US earlier this year, the momentum of craft, spiced, aged and imported premium brands among the country’s younger consumers makes for a bright outlook for the rum segment.
