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Spiced rum goes super-premium
The image of spiced rum gets an upmarket makeover this month with the launch of a super-premium version from Elements 8.
The product is a blend of cinnamon, ginger, cloves, star anise, vanilla, honey, nutmeg, orange, lemon and coconut. Each ingredient is native to St Lucia, where Elements 8 rums are produced.
Having been infused in barrel, the spiced blend is then added to single aged rum. The result is designed to be consumed either as a neat pour, or as a base for spiced variations of classic rum cocktails such as the Daiquiri.
“We wanted to replicate what we did with Elements 8 Gold and Platinum, but this time for the spiced rum category,” explained Carlo Stephenson, who co-founded Elements 8 with Andreas Redlefsen in 2006.
“This is a sector that is yet to feature a super premium version and we took our time – with an approach more akin to gin-making with our selection of botanicals – creating what we feel is the perfect blend.”
With an RRP of £29.99-34.99, the new product will be aimed primarily at style bars and luxury retailers.
For further information, visit the brand’s new website, www.e8rum.com
Gabriel Savage, 02.06.2010