William Grant & Sons has unveiled new premium packaging for Wood’s Old Navy Rum.
Inspired by the rum’s maritime past, the redesigned bottle is now simpler and sturdier, with thicker glass and a traditional cork stopper.
The recipe, however, remains unchanged.
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. To this day, Wood’s is the only Demerara navy rum still bottled at 57%.
Brand manager, Gwilym Cooke said: “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.”
Newly-packaged Wood’s Old Navy Rum will start shipping early this month at an rrp of £25.59.
