Packaging overhaul for Zacapa super-premium rum pair

By Nigel Huddleston

Published: 01 September, 2015

Diageo is introducing new packaging for its Zacapa 23 and XO Guatemalan super-premium rums in the UK.

The bottle for Zacapa 23 bottle features Guatemala's national flower, the white nun orchid, and a petate band, traditionally woven by women from the country.

The band is also embossed around the XO bottle.

Both rums will have black outer boxes to capitalise on gift opportunities in the off-trade.

Nick Temperley, head of Diageo Reserve Brands, said: "In the UK, the demand for premium drinks is driving the total spirits category as people choose brands with heritage and an interesting story.

"In line with this trend, Diageo Reserve has continued to invest in Zacapa with the launch of new packaging, designed to show the brand's authenticity and premium credentials.

"While Zacapa drinkers will recognise many features that have remained a focus in the design, the contemporary new look will also attract new consumers to the category."

The Zacapa 23 packaging will be available in the UK from late September with an rrp of £52, while XO will roll out in early 2016.

Zacapa is owned by Rum Creation & Products, a 50/50 joint venture between Diageo and Industrias Licoreras de Guatemala.

Diageo is also the global distributor for Zacapa outside Central American and Guatemala duty-free.

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