Brugal 1888 launches new design as part of growth strategy

By Nikkie Sutton

- Last updated on GMT

Double aged: the rum is kept in ex-Bourbon American oak then European oak casks
Double aged: the rum is kept in ex-Bourbon American oak then European oak casks
Rum brand Brugal 1888 is set to roll out a new package design as part of a wider growth strategy and is aiming to target a new premium audience.

It will be launching in a select number of outlets from next month (December) and continuing to do so during the next six months in London, Glasgow and Liverpool before being rolled out nationwide.

Priced at £50 per bottle, 1888 is aiming to capitalise on the burgeoning interest in premium dark spirits while helping drinkers consider 1888 through neat serves.

Design touches

The new curved bottle features a series of touches that pay homage to the brand’s Caribbean heritage including labelling that shows the awards Brugal has received, the original tasting notes, full bottle netting and the rum master’s signature.

The latest designs also show a distinctive hand-dipped black waxed seal similar to that of premium and small-batch bourbons to illustrate that every bottle of 1888 is first aged for eight years in hand-picked ex-Bourbon American oak casks, before a further six years of ageing in European oak, first-fill sherry casks.

The result of the double-ageing process means the rum is a full-bodied, deep amber tipple that features a complex yet balanced flavour, which incorporates sweet vanilla and toffee notes that offer a long finish. The Spanish sherry oak adds a dryness, bringing together citrus and red fruits.

Maestro's Tip

The spirit is created to be enjoyed slowly, and at room temperature, typical to that of the Dominican Republic and, in conjunction with the relaunch, a series of on-trade outlets will feature ‘the Maestro’s Tip’ serve.

Specifically designed to recreate the 24 to 26°C of the Caribbean, each serve incorporates a hand-crafted copper and wood ‘linterna’ (Spanish lantern) that utilises the gentle heat of a tea light to accentuate the complexities within.

Related topics: Spirits & Cocktails

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