Fiji’s leading beverages manufacturer, Paradise Beverages, has refreshed the packaging of its Rum Co. of Fiji brand in Australia, with the Ratu and Bati ranges receiving a tropical redesign.
The Fijian brand, under parent company Coca-Cola Europacific Partners, is known for its distinctive style of rum-making which celebrates the culture and heritage of the tropical landscape.
The rum range is made in Lautoka, Fiji, using hand-cut sugar cane harvested from volcanic soil. They are distilled at the foot of the Sleeping Giant Mountain using a combination of column and pot distillation methods, then matured in specially selected oak barrels by the local workforce.
The rebrand celebrates the brand’s connection to the country, with the new design featuring cultural patterns, the Sleeping Giant Mountain, and a bright tropical palette. The evolved logo incorporates sugar cane and a cane knife, representing the craftsmanship of every bottle.
Rum Co. of Fiji's global marketing manager, Tracey McKay, said that Fiji hosts the perfect environment to make rum; with the pristine water, volcanic soil, and tropical climate perfect for growing sugar cane allowing the company to create a masterful and unique portfolio of rums.
“Details such as the hand-tied Fijian love knot and the silhouette of the Sleeping Giant Mountain on the rum labels celebrate the people and environment that create our unique and award-winning rums.”
The updated packaging will be implemented in the Bati dark rum, spiced rum, and white rum, and the Ratu signature rum liqueur, spiced rum, and dark rum.
Both ranges are available at Dan Murphy’s, First Choice Liquor, and independent bottle shops.
