The Martinican house Rhum Clémet has not simply decided to rebrand its aged rums: it has chosen to cross a real threshold. In 2026, the brand will unveil a new proprietary glass shape, designed to better tell the story of what has made it unique for over 135 years: AOC Martinique agricultural rum, the terroir, and a certain idea of Creole elegance.
Behind this new bottle lies a deliberate dual objective: to strengthen Clément's visual identity in an ultra-competitive landscape... while reducing its environmental impact. And for once, content and form go hand in hand.
Less glass, more meaning
First striking figure: -23% weight on average compared to the old bottle. A slimming cure that reduces both raw material consumption, emissions related to glass manufacturing, and transport emissions. The result: a lighter carbon footprint, without compromising on appearance.
Same logic for the finishes. Goodbye to screen printing directly on the glass, replaced by labels printed on FSC-certified paper, with inks selected to facilitate recycling. Everything is entrusted to Imprim’Vert and ISO 9001 – ISO 14001 certified partners, to maintain CSR coherence throughout the process.
A bottle that speaks Clément
Visually, the new silhouette is more elongated, more contemporary, but without disowning the house's DNA. The iconic shoulder is still there, a direct nod to the historic bottle, while the "Clément" and "1887" engravings are now integrated into the glass. An elegant way to remind us that innovation, at Clément, is never done without memory.
Developed with glassmaker Saverglass and the design studio Linéa, this exclusive shape is gradually replacing the "Néos" bottle, which has been in place for over twenty years. A change that became necessary for a brand that has reached maturity, eager to more clearly assert the status of its aged rums, both on shelves and behind bars.
A more readable range, from VO to XO
This new bottle is accompanied by a real effort to harmonize the range. The Clément identity green becomes the common thread, making it easier for consumers to read.
- Clément V.O, an iconic reference, adopts a cream / green duo.
- Superior aging (VSOP, XO, 10 years) uses copper, gold, or orange hues, in keeping with their upgrading.
The green capsule becomes transversal across the entire range, while the AOC Martinique designation gains visibility. A clear response to the growing demand for transparency regarding origin, know-how, and terroirs, both in supermarkets, wine shops, and the HORECA network.
Tradition, but not static
With this new visual expression, Clément also adopts a more contemporary interpretation of its aged rums. The brand continues to notably highlight the Clément Créole Smash, a signature cocktail based on Clément V.O., designed to appeal to a younger generation without disavowing its AOC heritage.
One foot in pure tasting, the other in current mixology: Clément proves that the codes of aged agricultural rum can be modernized without dilution. And that sometimes, a new bottle can say a lot about a brand's trajectory.
