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Article | June 30, 2004
Mount Gay Rum debuts new flavors in sophisticated packaging
Mount Gay Rum has added two new flavors to its flavored rum category: Mount Gay Mango Rum and Mount Gay Vanilla Rum. Each new flavor is packed into stylish bottles with graphics designed by MLR Design.
The graphics and flavor iconography appeals to 24-39 year-old drinkers who are looking for something new and different. The bold colors and images can be seen through the translucent glass bottle and clear contents. The design gives the bottle a sophisticated look and a feeling of depth and movement, designers say. “Our goal was to have a new and unique design that would convey our ongoing commitment to superior taste and quality,” says Nicolast Guillant, brand manager for Mount Gay Rum. According to a survey conducted by Harrigan-Bodick, three out of five flavored rum drinkers said they would buy the new rum flavors based on package alone. More than three out of four consumers rated the Mount Gay Mango Rum packaging as premium, stylish and up-to-date, and refreshing. Of those polled, 62% said the new image is exciting and sexy. —ALRLearn about packaging innovation at The Packaging Conference in Orlando, February 3-5, 2014
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