Rum brand leverages power of storytelling with Caribbean folklore

04 Mar 2020 --- Mythical creatures who emerge at night to steal rum – duppies – are a prime selling point for The Duppy Share, a UK-based rum brand. As alcohol consumption decreases, consumers are drinking “less but better,” giving a leg up to premium drinks. Rum sales in the UK hit the £1 billion (US$1.3 billion) mark in 2018, with the Wine and Spirit Trade Association (WSTA) citing consumers’ interest in craft rum as a key driver. Rich storytelling evokes a cultural experience, filled with local flavors and traditions, which can play upon processing, sourcing or quality of ingredients to reel in consumers.

“With the younger generation fueling the boom of premium spirits, 2020 will see continued growth of dark rums. Millennials are drinking less but “better” - with dark rums seen as a sophisticated option, we anticipate a growth in sipping rums,” Vicky Berry, Business Development Manager at Synergy Flavours tells FoodIngredientsFirst.

The Duppy Share Spiced is the brand’s first new line extension of The Duppy Share brand in 2015. The new spiced variant builds on the original identity, which depicts a duppy dancing as it enjoys the rum. According to Caribbean folklore, duppies take the best from each barrel of rum as it ages – winning their reputation as mischievous, playful characters.

“Mischief” is the key element which the brand highlights in the brand’s approach. Placed front-of-pack, the illustrative design brings instant shelf stand-out and tells the brand story, building its heritage in a clear and immediate way. The move is in line with Innova Market Insights number one Top Ten Trend for 2020, “Storytelling: Winning with Words.” The market researcher notes that 56 percent of global consumers say that stories around a brand influence their purchase decision. In a survey seeking to understand what appeals to consumers about brand storytelling, the most popular response was “to learn where the ingredients come from.”

UV packaging allows the bottle to "come alive" at night.Putting the focus on the exuberant nature of drinking rum, the team has created a design that stays true to the overarching brand identity, while introducing an immediately impactful bottle through a visual representation of Duppy,” says Founder of The Duppy Share, George Frost. The bottle features a shape-shifting creature with its crocodile head and feathered legs, dancing playfully across the bottle. In the background, visual elements from the original Duppy Share Aged design are subtly woven in: the Caribbean landscape, the sun, and the gold and orange color palette.

“We wanted to diversify our appeal to reach a younger consumer, and asked B&B to create a new brand strategy and design to make our new Spiced variant feel accessible and relevant to partygoers and social drinkers,” explains Frost.

Kicking up the mystique one step further, the bottle features a UV element to the packaging, “enabling the bottle to come alive at night – just as the mischievous Duppy comes out and dances in the moonlight,” says Shaun Bowen, creative partner at branding agency B&B, who designed the label. “We wanted to establish a clear point of difference through a shift in how the brand tells its story through design.”

On-trend flavors
The Duppy Share Spiced introduces atypical flavor notes to create a craft rum for cocktails and to pair with mixers. Pineapple, kola nut and Caribbean spices are added to create a spicier partner to The Duppy Share Aged. The flavor additions tap into the growing demand for fruit flavors and botanicals. While botanicals continue to bloom in diversity and discovery for the consumer, manufacturers are finding that establishing a steady supply chain is a challenge during times of climactic and social instability.

In addition, Kerry’s 2020 taste chart highlighted rum as an up and coming alcoholic flavor this year. “In line with growth in dark rums, more tonic and mixer brands are likely to turn their focus to options which pair perfectly. We expect to see more premium cola variants with warming spice notes and mixers focusing on warm brown notes; honey, brown sugar, smoke and even coffee,” explains Berry.

By Missy Green