Spiribam has unveiled a lighter bottle with a new shape and label for the aged range of its Martinique rhum agricole brand, Rhum Clément.
The bottle weighs in at 23% lighter than its predecessor (below) – exact figures were not provided – while a paper label has been added to help with recyclability. The brand owner said it hopes the refresh will also “help those bottles to stand out on the shelf”.
The entire portfolio will graduate into the new bottle in all markets, as stock is depleted.
In the UK, where Rhum Clément’s distribution is handled by Mangrove Global, the new pack has gone on sale this week through Master of Malt and Amazon.
“The redesign is heritage-led and carries real shelf authority, while the sustainability credentials demonstrate that this is a house thinking seriously about its future as well as its past,” said Mangrove Global MD Nick Gillett. “It’s a modernisation done with great care.”
Elsewhere in sustainable packaging moves, Mast-Jägermeister has started producing some of the green bottles for its namesake herbal liqueur using hybrid-furnace technology in a bid to reduce emissions.
