When it comes to producing a new rum the time and effort that goes into creating the best flavours and colours doesn’t stop there. Presenting your tipple in a bottle and dressing it with the ultimate eye-catching label is the icing on the cake. This can all become quite daunting of knowing where to begin, what to include and how to design the rum bottle label. After all, if you are a rum distiller, that is where your expertise lies. That’s where this blog will help get you started in thinking about what you want to include on your rum bottle to help style and sell to your target audience.
With so much information to include and keeping up with UK laws and regulations on what MUST be included, we have gone through a list of things you may want to include but you must always be responsible for checking the latest UK labelling laws to ensure your labels display everything that is legally required.
This guide will help you understand what each category means and set you on your way with creating the ultimate rum labels to stand out on a crowded shelf.
So what information can we add onto a rum bottle label?
Company: Most obviously you want to mention your company name on the label with your logo in the label design so people will start to recognise your drinks and build great brand awareness.
Type of Spirit or Flavour: Describing what type of rum is within the bottle will be what your consumers want to know. Is it white rum, dark rum, spiced rum or aged rum? Whatever it is, make sure you mention it clearly on your label even if it is obvious by the colour of the spirit through the glass bottle. Making it clear and visible will save confusion.
Alcohol Content: It is vital that you state the percentage of alcohol used within the rum bottle (e.g. 30% abv, or 70 proof) for any beverage containing more than 1.2% alcohol. Typically for rum distillers the percentage is around 40%, any lower and it becomes more of a liquor or flavoured spirit, any higher and it might knock the socks off your consumers!
Bottle Size/Capacity: Let your consumer know the amount of liquid inside the bottle (e.g. 75cl or 1litre) as you are bound to offer a range of sizes at various prices. Listing the size will differentiate your prices and help your consumer decide how big a bottle they require.
Raw Ingredients: If you have used some raw ingredients which your drinkers will love then shout about it – e.g. ‘made with sugarcane extract’. Perhaps your ingredients are sourced locally, this could be a real selling point not to be missed so write it down and include it on the label design - e.g. ‘made with locally sourced sugarcane’.
Where is it made: If your rum is made within the UK, be proud and mark it with a ‘Made in the UK’ stamp or description.
Who made it: If you don’t make the rum within your own distillery and outsource the work with contract distillers this must be mentioned (perhaps on the back of the label) to comply with UK laws and regulations.
The Age of the Rum: People like to know the year of the rum they are buying and it is something you want to display on your rum bottle label, especially to appeal to those consumers looking for an old aged rum. If your rum is aged within a barrel and not necessarily for a long period, this is still classed as an aged rum but doesn’t give the same value than that of a genuine aged bottled spirit. It is still worth mentioning this on your rum label though.
The Rarity of the Rum: If your rum is a Limited Edition this is a huge attraction so make it stand out on the label. A lot of smaller spirit distillers like to include the batch and bottle number but this is not a necessity.
Ingredients: The ingredients and nutritional information is something you might want to include including ingredient which may cause a reaction or something unique which might entice them to buy your rum over your competitors. This is definitely information to add to the back of a label though rather than at the front.
Warnings: If your rum does contain ingredients which could be cause for concern of people with allergies then you must list it somewhere on your label. It is also a good idea to include a ‘drink responsibly’ message for the safety of your consumer.
Contact Information: You need to add your company name and address for consumers to get in touch and is a good place to put on the back of your label.
Storage Conditions: If your rum is best stored in a cool dry place or a refrigerator, let your consumer know so they can get the longest shelf life and best tastes from the rum.
Example of the front of a rum label:
When it comes to compiling this information all onto one fabulous label there is a lot to squeeze on but the best start is to list everything you want and must include (according the latest UK laws) and visit a graphic designer to help get you started with some creative artwork designs. Discuss your brand colours, your style to attract the right audience, different fonts and images you want to portray your brand in the best possible way.
The next stage is where Labelnet can help advising on various materials, printing methods and finishes to transform your labels into the ultimate labels for your rum bottle. With hot foiling, screen printing, textured materials and sandpaper varnishes at the ready our team can turn your vision into a reality with quality label printing and over 20 years’ experience working with distillers and brewers across the UK.
So do your research, have a wander around supermarkets, trade shows and fairs and check out what your competitors are doing. Speak with design and label printing experts to create show stopping rum labels which will keep your consumers coming back for more.