Old J Spiced Rum has unveiled a refreshed brand identity, introducing a redesigned bottle, updated visual identity, new website and enhanced suite of customer-facing assets as the brand enters its 15th year.
Launched in 2011, when flavoured spiced rum was still a relatively niche category in the UK, Old J helped introduce a generation of drinkers to a more flavour-led style of rum. Since then, the brand has grown from a single SKU into a six-strong range, building a loyal following and becoming a familiar fixture in pubs, bars and supermarkets across the country.
More than a year in development, the refresh has been designed to strengthen the brand’s presence in a competitive category whilst staying true to the character and fun personality that have made Old J successful since its launch.
The redesign introduces several enhancements focused on improving both back-bar standout and trade functionality. These include a longer neck to improve handling for bartenders, refreshed wraparound labels designed to deliver greater visibility on the back bar, a premium embossed bottle with thicker glass construction and a distinctive cap collar that makes the product easier to identify in a speed rail.
The brand has also introduced a dynamic QR code, transforming every bottle into a gateway to campaigns, activations and future brand experiences.
Alongside the packaging update, Old J has launched a new consumer website and suite of point-of-sale materials, creating a more consistent brand experience and providing customers with stronger tools to support visibility at the point of purchase.
The relaunch forms part of a broader investment programme aimed at increasing visibility and engagement across both the on and off-trade. Over the next twelve months, the brand will support the refresh with a programme of experiential activation and customer marketing initiatives designed to drive awareness and engagement among both existing fans and future consumers.
As part of those plans, the Old J campervan will visit festivals, events and venues across the UK, helping showcase the refreshed brand and creating new opportunities for consumers to engage with Old J.
Nic Ponticakis, spirits category manager at Old J’s parent company, LWC Drinks, commented: “As Old J enters its fifteenth year, we felt it was the right time to invest in the future of the brand. Consumer expectations have changed significantly since 2011, and today’s drinkers expect brands to deliver both quality and standout. Our objective was to evolve Old J in a way that feels fresh and contemporary whilst staying true to the spirit that has always made it distinctive.
“This is much more than a bottle redesign. We looked at every interaction consumers and customers have with Old J and asked how we could make it better. From improving functionality for bartenders, to increasing standout on the back bar, to creating stronger digital connections through our new QR capability, every decision was made with both the consumer and the trade in mind.
“We’ve invested significantly in the refresh because we believe Old J deserves to look as good as it tastes. Every enhancement has been designed to strengthen the brand, improve the customer experience and provide our customers with even stronger tools to engage consumers.
“When Old J launched in 2011, flavoured spiced rum was only just beginning its growth journey. Today it’s one of the most competitive categories in spirits, making it more important than ever for brands to continue evolving.
“Alongside the new look, we’ve built an ambitious programme of activations, festivals and customer experiences designed to bring the brand to life. The Old J campervan will play a key role in that, helping us connect directly with consumers and support customers in the places where great occasions happen.”
The refreshed identity, website and supporting customer assets are now rolling out across the Old J range. Customers can contact LWC Drinks for more information https://www.lwc-drinks.co.uk/
