Mount Gay Resets Branding, Alters Blends

Barbados rum brand Mount Gay, which operates under Rémy Cointreau, has revealed a new branding reset, including two changed-up blends.

Master Blender Trudiann Branker has created a new recipe for Mount Gay Black Barrel, plus an “enhanced” blend for Mount Gay XO, both of which will debut in global markets this year.

Mount Gay Black Barrel now contains a mixture of three to seven-year-old rums, as opposed to the previous two to seven years, with a higher content of double distilled pot still rums. The finishing period, still in charred bourbon casks, will extend to six months, lengthened from the previous four-week finishing period.

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These changes better reflect Black Barrel’s “bold and robust flavor,” the company says.

Mount Gay XO now consists of a broader palate of rums selected for the blend. These individually aged in three different casks – American whiskey, bourbon and Cognac – for five to 17 years, rather than the previous eight to 15 years. The goal is greater complexity.

New Branding

Each expression in the Mount Gay core range now features new bottles with updated labels. This is meant to give greater transparency to the rum inside, with details on casks used, style and tasting notes.

Underpinning the packaging and liquid changes is a refreshed creative platform that showcases Mount Gay’s rum tradition, which dates back to 1703. Each touchpoint of the platform pays homage to Mount Gay’s Barbadian heritage, the people who craft the rum and its terroir.

“We are confident that the changes we make now will cement Mount Gay’s position as a leading high-end rum brand for many years to come,” says Raphäel Grisoni, Mount Gay managing director. “This is an important step change for Mount Gay, one that will see us explore and showcase our roots whilst embracing what is truly important to us – our people, our land and our heritage.”

Beginning in April 2020, Mount Gay’s new Black Barrel blend and its enriched XO blend will hit shelves throughout all markets. Suggested retail pricing across the core range will be updated across all markets: Eclipse ($21.99), Black Barrel ($44.99) and XO ($64.99).

Branker will continue to develop limited editions with a new release of 1703 Master Select, the company says, plus a new Master Blender collection due out before the end of 2020.

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