William Grant & Sons UK has just unveiled the new, premium packaging of Wood’s Old Navy Rum.
Inspired by the liquid’s Navy-enriched past, the redesigned bottle is now simpler, sturdier, with thicker glass and a traditional cork now holds the liquid in, just as it originally would. But that’s all, our recipe’s the same. You don’t mess with a sailor’s rum.
The blend is made in Guyana from black strap molasses and includes a rum distilled in the only working single wooden pot still in the world. Made of greenheart, a local hardwood, it imparts unique and complex flavours. To this day, Wood’s is the only Demerara navy rum still bottled at 57%.
Brand manager, Gwilym Cooke says, “After evaluating the rich brand history, consumer trends and the dark rum category, we wanted more premium packaging to match the quality of the liquid inside the bottle, which hasn’t changed since 1887.”
“We hope the new, premium packaging can attract more consumers to this celebrated spirit in the off-trade, and build further brand equity in the process,” says Cooke.
The new Wood’s bottle will start shipping from early April 2016.
DRINKS ENTHUSIAST 