New Grove Rum reveals redesign

Grays-owned New Grove Rum has introduced new colourful branding that honours the heritage of Mauritius.

In celebration of the distillery's over 20-year journey, New Grove has unveiled a new identity for its single-estate rums with the slogan 'A Taste of Passion'. The new milestone brings the distillery's blue latanier leaf icon to the centre of the branding, coupled with vibrant colours that incorporate Mauritian landmarks and sugar fields. The blue latanier represents the start of distillation in Mauritius. In the 16th century, Dutch settlers produced arak, a spirit obtained from latanier tree sap distillation. New Grove oversees all aspects of production from its estate. It offers rums that pay homage to the island's 200-year rum distillation tradition while embracing innovation, sustainability, and traceability. The company's subsidiary, Harel Freres Group, known as Terra, started producing spirits from sugar in 1838 in the village of Pamplemousses, improving the existing distillation techniques. New Grove distillery, meaning 'renewal', was established in 2003 by spirits distributor and producer Grays. Earlier this year, Grays partnered with EcoSpirits to launch Gecko Bay rum by the New Grove distillery at Veranda Resorts.