Rum Co. of Fiji has announced a significant rebranding of its esteemed RATU and BATI ranges, embracing a new look that pays homage to its Fijian roots and distillery traditions.
Transitioning from tribal motifs to a vibrant tropical aesthetic, the updated packaging reflects the distinctive Fijian approach to rum-making. Utilizing hand-cut sugarcane grown in volcanic soil and distilled at the base of Fiji’s iconic Sleeping Giant Mountain, the brand’s new visual identity captures the essence of its unique production process.
The refreshed design integrates cultural patterns and a vivid tropical color palette, prominently featuring an illustration of the Sleeping Giant Mountain—a nod to the brand’s geographical heritage. The redesigned logo now includes a sugarcane stalk and cane knife, accompanied by the slogan “Paradise Distilled”.
Tracey McKay, Global Marketing Manager at Rum Co. of Fiji, emphasized the thoughtful design evolution, stating, “Our new packaging is a tribute to Fiji’s rich environment, which provides the ideal conditions for crafting exceptional rum. Elements like the Fijian love knot and the silhouette of Sleeping Giant Mountain on our labels celebrate the people and landscapes that define our award-winning rums.”
The reimagined packaging will debut across the BATI range, encompassing dark rum, spiced rum, and white rum, as well as the RATU range featuring signature rum liqueur, spiced rum, and dark rum varieties.
Consumers in Australia can now find the new designs on shelves at leading and independent liquor retailers, marking a fresh chapter in Rum Co. of Fiji’s commitment to celebrating its heritage through distinctive and visually striking branding.
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