Wray & Nephew invests $300m in repackaging drive Wray & Nephew has adjusted the packaging of its white overproof rum to include a tamper-proof seal to protect the integrity and future existence of the brand. The company invested some $300 million to develop its new product packages. Managing Director, Anthony Bell, said that the company's ability to produce the new package was as a result of a programme of significant investment being made in the plant during the year. "This major investment programme in the plant will allow us more flexibility to produce the various pack sizes of the different brands in a more efficient manner," he said. "Not only have we invested in equipment, but through the $300 million funded project we have invested heavily in human resource development of our workforce and in the marketing of all our brands. During the previous year, we invested in excess of $200 million in our people, new plant and brands." He was speaking at the May 22 function to introduce the new package in Kingston. Wayne Kirkpatrick, general manager, sales and marketing, said that throughout the world international brands such as Wray & Nephew have had to implement packaging changes in order to protect consumers from inferior counterfeit brands. "Here in Jamaica we have faced similar problems in the marketplace and have had to take the necessary corrective measures," he said. The new package features include a new cap and a non-refillable closure on all one litre and 750 ml bottles (the ones most subjected to abuse). The caps which are slightly longer than the original caps have been fitted with a red band. On opening the cap for the first time, the red band will fall off. "Having now fitted our bottles with the non-refillable plastic closures or pouring device, we have joined the company of international brands such as Johnnie Walker Black and Red and Dewars White Label," Mr. Kirkpatrick observed. The shape of the bottles has changed - having a more tapered look - but the bottles hold the same volume of liquid as the old packages. The labels have also been brightened by using metallic paper and include a small back label which has an area for a product bar code. Wray & Nephew has started the packaging changes with the one litre and 750 ml bottle sizes but will extend the move to protect all other white overproof rum packages. In the ensuing months the other pack sizes will have a transparent security sleeve bearing the Wray & Nephew name fitted over the cap. This will have to be torn for the cap to be opened. In addition, the labels for these other sizes will be printed on metallic paper. The company is planning to promote the brand further in Jamaica and on the international market. "We are also positioning this brand to attract trial and repurchase by new consumers in the young adult market, while not alienating the traditional mature consumer, " Mr. Kirkpatrick said. Trade activities will be supported by a media advertising campaign. Roll-out of the product in the new packages began earlier in May and most outlets were expected to have received them by the end of the month.
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