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Eminente: Moët Hennessy positions itself in Cuban rum market

Katie Nichol

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Eminente: Moët Hennessy positions itself in Cuban rum market

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.

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BottlePavisa

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StopperAmorim

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LabelEurostampa

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BoxSeyfert

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DesignStranger & Stranger

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