Cockspur Rum investment sees label facelift

David Smith, Cockspur Rum global brand director, said the packaging revamp tied in neatly with the West Indies Rum and Spirits Producers' Association (WIRSPA) new Authentic Caribbean Rum' marque.

He added: "The Cockspur label for Europe has been updated to bring it in line with the North American export market. The iconic rooster remains the focus of the label.

"Cockspur is making a significant investment into the UK market over the next three years in order to become the most visible of all the golden rums brands."

The company has also announced a three-year sponsorship deal at all UK cricket test match grounds worth 3 million.