The UK’s leading premium flavoured white rum Koko Kanu is launching new packaging inspired by the golden era of travel.

The new design for the aged Jamaican rum, blended with coconut flavour, is set to capture the attention of discerning drinkers looking for a fun, light and refreshing drink.

The striking new label, which encapsulates imagery of tropical island life in a stand-out ‘K’ motif and detail of the product using 1950s travel iconography, is placed on a new bold, clear squared glass bottle.

Exotic travel to far-flung islands was a fantasy for most before the jet engine came into commercial flight use and the golden era of air travel was born. Curious travellers then went on to explore tropical paradises such as Jamaica.

Campari UK marketing director, Nick Williamson, said: “Since Koko Kanu launched over a decade ago it has quietly worked its way up to become a firm favourite with bartenders who like the round, full-bodied rum characteristics that come from having a 37.5% ABV.”

“The new pack design is sure to appeal to the new generation of drinkers who revel in the same care-free attitude of the first jet-setters that were seduced by the untamed beauty and seductive vibes of Jamaica. It was the golden age of air travel and Koko Kanu cocktails are designed to give consumers the same alluring island adventures as those early travellers, even it is just during the briefest of sips.”