Overview: Old J Spiced Rum has unveiled a refreshed brand identity and redesigned bottle as the spirit enters its fifteenth year of operation. Parent company LWC Drinks supports the update with a new consumer website, enhanced point-of-sale materials, and an investment programme focused on experiential activation across the United Kingdom.
The Full Story
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.
Brand & Industry History
When Old J launched in 2011, flavoured spiced rum was only just beginning its growth journey. Today it is one of the most competitive categories in spirits, making it more important than ever for brands to continue evolving. The brand has established itself as a familiar fixture in pubs, bars and supermarkets across the country since entering its fifteenth year.
What This Means
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.
Consumer Takeaway
The refreshed identity, website and supporting customer assets are now rolling out across the Old J range. 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.
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