RX Ultimate Blend is a beautifully complex and elegant ultra-limited edition. Epitomising Rumbustian’s pioneering spirit, inventive mind, and dedication to its craft, RX Ultimate Blend Celebrates a thousand years of history and tradition that surrounds Hastings beach landed fishing fleet.
- Client / RX blend
- Work / Branding / Structural packaging
- Year / 2022
The RX ensign is affixed to the fishing boats that adorn the working beaches of Hastings and is the official registration code for the port of Rye. This Sussex coastal town is home to Rumbustian, a rum brand born from the rich heritage of an area that in turn, has inspired the creation of this very special limited edition.
RX Ultimate Blend is a beautifully complex and elegant, ultra-limited edition rum. Epitomising Rumbustian’s pioneering spirit, inventive mind, and dedication to its craft, RX Ultimate Blend celebrates a thousand years of history and tradition that surrounds Hastings beach landed fishing fleet.
Building on the brands local provenance and proud sustainability credentials, RX Ultimate Blend takes inspiration from Hastings deep fishing heritage. The bottle is produced using ‘mongrel glass’, its deep, black-brown colouring made up of mixed recycled glass and evocative of the rich amber liquid inside. In contrast, the bright outer webbing, predominantly orange in colour but with flecks of green and blue, is made entirely from reclaimed fishing nets. The diamond facets that punctuate the webbing emulate the gradual erosion caused by the sea, becoming softer and more irregular towards the base of the bottle. Finally, the distinctive outer case is created using blackened reclaimed wood, reflecting the iconic, weathered fishing huts that line the working beaches of the town.
The ambition of the project was to evoke the feeling and provenance of the core bottle illustration and bring it to life through a structural narrative. Where the core label literally brings the Hastings heritage to life, the premium RX bottle delivers the fishing story through tactility and intrigue. It was also important that the rounded shoulders and stubby neck that are synonymous with the core bottle were evident in the premium proposition.
Rumbustian’s RX Ultimate Edition blend is a deep, golden amber rum.
The nose opens with a delicate orange peel top note, intertwined with ginger spice, dark chocolate and toasted oak.
The mouth feel is silky and has dry oak, orange zest, dark chocolate, and cinnamon elements.
Finishing with warm vanilla, butterscotch and coffee, with layers of almond and toasted oak.