Cut Rum is launching a new brand positioning and packaging design for its range of premium spirits, which are made using natural ingredients.

The Cut Rum portfolio includes; Spiced, Overproof and Smoked variants, each one designed to focus on taste above anything else.

The new bold and punchy packaging, with its grounded custom bottle, is designed to cut out any unnecessary jargon found on some bottles of spirits. The new look range has also been created by design agency ButterflyCannon.

Paul Ferguson and James McDermott, co-founders of Cut Rum, said: “All rum brands are about the sea – pirates, rebellion, sea creatures, treasure, Caribbean clichés…we wanted to create something that stands out and was edgier and bolder than the competition and their daft stories. We were so excited when we first saw ButterflyCannon’s work on Cut Rum, their design oozes the confidence and attitude that we wanted”.

The Cut Rum range is available to independent retailers and the on-trade now, with national retail distribution planned for later in the year.