True rum aficionados don't limit themselves to Caribbean products. If they did, they would miss out on a lot of good rums, produced in such seemingly unusual locales as the Himalayas and Africa.
That distiller has been making rum from estate-grown sugar can by the same family since 1890, and is Central America's top seller.
Now, fueled by its double-digit growth each year of the past decade -- it is on track to sell more than a million cases worldwide this year -- the distiller has come up with a new look to try to attract even more consumers.
"Flor de Cana's sleek new look emphasizes the rum's heritage, age and traditional craftsmanship," said Paul Caffrey, global brand development manager, in a statement Thursday. "It showcases the brand as unique, modern and super premium -– exactly what we need to appeal to our growing customer base around the world."
New labels emphasize the brand's logo, age and awards. The glass quality has been improved, and the bottles now are etched with stalks of sugar cane. The brand's origin is evoked by superimposing the logo over a volcano, representing Nicaragua's reputation as a "land of lakes and volcanoes."
For Flor de Cana's 4-, 5- and 7-year-old premium rums in its "Slow-Aged Collection," the new design maintained the familiar bottle shape, but increased the height and rounded the sides. For its 12- and 18-year-old super-premium single-estate rums in the "Centenario Collection," the smooth rectangular shape of the bottle was maintained while adding height, the designers' way of trying for "a more masculine look."