REUNION INDIAN OCEAN THE TRADITION OF AN ISLAND www.rhum-charrette.com
TRADITION SY SYMBOL UNIC ICITY
LOCALIZ IZATIO ION The Island of Reunion is a French overseas department in the heart of the Indian Ocean.
REUNION IS ISLAND, THE « IN INTENSE » IS ISLAND AMAZING LANDSCAPES FOR INTENSE SENSATIONS Reunion island is a land of true contrasts, one of the most intriguing spots on earth w ith an active vulcano, the “Piton de la Fournaise”on its south coast, welcoming beaches in the west, and lots of mountains and forests in between. Adventure activities abound : from hiking unique “cirques" or canyoning the island's many spectacular waterfalls to diving or surfing in the clear waters. THE RICHNESS OF MULTI-CULTURAL INFLUENCES The expression of culture is a reflection of its inhabitants: crossed and plural, with a combination of French, African, Indian, and Chinese cultures.
CHARRETTE BRAND ID IDENTITY TRADITION - More than 3 centuries of traditional know-how: in 1665, the first residents of the island cultivated the cane for its juice, which they used fermented then distilled. - In 1972, the different rum producers on the island created a joint venture to package and to commercialise their rums in bottle under the brand name Charrette. Charrette remains profoundly bound to the island’s history. - « Rhum Traditionnel », is the partrimony of the island . SYMBOL - The name of Charrette refers to the emblem: a cart. - Leader on Reunion market, n ° 1 with 97 % of market share ; +80% of spontaneous notoriety. - Hospitality, sharing and conviviality, simplicity and pride. - The reference to make « rhums arrangés » (name of the traditional local cocktails made with rum + fruit and spices). UNICITY - Green Colour, representing the green, intense and luxuriant nature of the island. - Vegetal and sugarcane aromas. - Blend of tastes from different lands in Reunion Island to make a unique aromatic rum.
CHARRETTE RANGE GOLDEN WHITE RUMS OLD RUMS RUM 70cl, 40% 100cl, 49% 450cl, 49% 70cl, 40% 70cl, 40%
CHARRETTE AROMATIC CARTOGRAPHY White rhums : Golden rhum : Sugarcane juice Sugarcane juice Banana Vegetal notes Liquorice Old rhum : Toasted bread Jammy fruit White pepper Charrette rums = The Traditional Reunion rum with strong vegetal intensity
PARIS AGRICOLE COMPETITION AWARDS 2007 Gold Medal for the White Rum 49%vol. 2009 Silver Medal for the 3 Year Old Rum 40%vol.
THE « RHUM ARRANGE » REUNION UNIQ IQUE TRADITION The « rhum arrangé » is a typical and traditional way of tasting rum in Reunion island. Put Fresh fruits, spices and sugar in the rum during several weeks to get naturally fruity rums… Delicious !!!
CHARRETTE POST STER CAMPAIGNS In Réunion - May 2009 In France – June 2009
UNIQUE SE SELLING POINTS • Heritage: the iconic brand of Reunion Island with 3 Centuries of rum know-how. • Reunion origin: a unique rum recipe, blend of rums coming from the 3 distilleries of the island. • Green: colour recalls the fields of cane and the intense green colour of the volcanic island. • Unique: intense aromas of vegetal and numerous tastes of sugar cane. • Leader: n ° 1 in Réunion Island, n ° 3 in metropolis and n ° 1 in France. CHARRETTE, , THE TRADITION OF AN ISL ISLAND
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