POTT Rum Embarks on a Great Voyage with Comprehensive Relaunch

It's off to sea: from April 2023, the POTT brand will feature a new design. The high-quality bottle design underscores the premium character of the versatile classic and attracts more attention on the shelf.

POTT Rum Embarks on a Great Voyage with Comprehensive Relaunch
© Henkell Freixenet
Source:  Company news

The product range of the POTT brand will be presented in a new look: both POTT Rum 40% and POTT Rum 54%, as well as POTT Eierlikör, will receive a modern upgrade. The front label features the iconic sailing ship: a reminder of the brand's origins and history, which date back to 1848. Hans Hinrich Pott, the founder of the traditional brand, brought rum from the Caribbean to Flensburg as a captain. There began the success story of POTT - a spirit that has won numerous awards. The relaunch is accompanied by a high-reach digital campaign and an attractive secondary placement at the POS, which ensure additional attention.

POTT Rum is the market leader in the "German brown rum" segment and a real all-rounder: POTT Rum 40% is versatile when mixed ice-cold, as a hot grog, or simply straight in a glass. POTT Rum 54% refines the rum pot and comes into its own in the Feuerzangenbowle, while POTT Eierlikör is perfect for pure enjoyment, for baking, for desserts and also for cocktails. "POTT Rum stands for the highest quality," explains Torben Jansen, Head of Marketing Spirits & Trade Marketing at Henkell Freixenet. "We are convinced that the new look will create additional buying impulses and make a significant contribution to further increasing POTT's brand awareness."

POTT Rum 40% (RRP: €10.99), POTT Rum 54% (RRP: €13.49) and POTT Eierlikör (RRP: €10.99) in 0.7-liter bottles will be available in the new design from April 2023.

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