Wednesday, November 08, 2023


St. Lucia Distillers has unveiled a bottle design refresh for its Chairman’s Reserve rum range, which is said to pay tribute to the brands heritage.

The design refresh from the brand which originally launched in 1999, includes nods to the Pitons, St Lucia’s two volcanic spires and a staple of the Chairman’s Reserve brand, which is embossed at the base of the bottleneck.

Chairman's Reserve Rum unveils bottle design refresh

Each of the five expressions of Chairman’s Reserve are adorned in gold with its own Art of Blending label which details the distillation and blending methods of the rum within. The bottom of the bottles are also embossed with the ‘St. Lucia Distillers’.

By highlighting its key components, Chairman’s Reserve hopes to educate consumers and therefore broaden their interest in the category. The Chairman's Reserve Spiced label also includes illustrations of the vibrant natural ingredients used within its rum.

To highlight the characteristics of each Chairman’s Reserve bottling the team has developed a new selection of signature cocktail serves. These include the long-held favourite of the Chairman’s Reserve Mai Tai, plus a nod to Derek Walcott, one of two Saint Lucians to win the Nobel Prize. The curated serve results in the Walcott Daiquiri using Chairman’s Reserve White Label and the St Lucian staple of bananas.

The new look Chairman’s Reserve bottles, will be rolling out to existing markets over the coming months.

Posted by Steve Rush