The brand celebrates the inauguration of a new distillery in February 1931 in the Mabouya Valley, near Dennery, in St. Lucia. The Distillery was founded by Denis Barnard and produced rum until 1972 when St. Lucia Distillers was formed out of the merging of the Dennery distillery and the Roseau Distillery. This history with line drawings is represented on the label and outer box of the brand. Every year the label colour will change and the passing of every year will be reflected in the updating of the labeling, closure coin, bar code and outer packaging. Therefore the 2012 release will be different from the 2011 release in that it will "Celebrate 81 years of St. Lucian Rum Making" and so on into the future.
Each bottle is individually numbered. It is hoped the brand will become a collectors' item for connoisseurs of rum and set a benchmark for rums in the Caribbean and wider rum world.
43% Abv- 86 Proof