Moët Hennessy is bolstering its presence in the dynamic rum category with the launch last fall of Cuban rum brand Eminente. With its textured glass bottle and Cuba-shaped crocodile logo, the first product, Eminente Reserva, is inspired by the island’s traditional light rums.
Design agency Stranger & Stranger created the concept for Moët Hennessy’s first new brand, Eminente, whose pack design takes its cues from Cuba and its population of crocodiles.
The brand opted for a bespoke, textured bottle made in Mexico (Pavisa). The flat-shouldered flacon features a relief texture engraved in the mold designed to evoke the skin of a crocodile. The challenge, explains the glassmaker, lay in achieving easy unmolding and the correct fill level due to variations in the glass.
The label (Eurostampa) features Cuba’s distinctive crocodile-shaped island as the brand logo. Made using cotton by-products from the textile industry, the labels are affixed to the bottles by hand.
Eminente also opted for sustainable materials for the intricately detailed wood and cork stopper (Amorim). Sporting a textured finish, it is marked with a wave-like design, at the center of which lies the brand’s Cuba-shaped crocodile logo.
Eminente Reserva is a seven-year-old rum created by Cuba’s youngest master rum maker César Martí. The Maestro Ronero created a rich amber rum with mahogany hue that is said to “possess the aesthetics of a traditional Cuban light rum but with the complexity and depth of a much older variant”. It contains aromas of freshly roasted coffee, dulce de leche, toasted almond and cocoa.
Available at on-trade and on Eminente.com, the rum launched last fall and retails at €47 for 70cl.
DesignStranger & Stranger