Appartement 103 introduces its latest creation, Salted Caramel, a bold new addition to its already iconic lineup of nostalgic, dessert-inspired rums. With this new release, Razel’s continues its mission of capturing the unmistakable taste of American indulgences and fusing them with the elegance of the finest Caribbean rum.

Backed by the growing trend of flavoured rums and a gap in the market for quality, sweet-flavoured rums, Razel’s has established itself as a game-changer. Inspired by classic American treats, the collection already features irresistible favourites like Peanut Butter Rum, Choco Brownie Rum, and Banana Bread Rum. Now, the Salted Caramel flavour joins the range, delivering a rich, buttery caramel profile with a touch of sea salt for balance, making it a versatile spirit perfect for sipping, mixing into decadent cocktails, or even adding to desserts.

The visual identity and packaging of Razel’s Salted Caramel Rum, like the rest of the collection, was crafted by Appartement 103’s, the team behind the brand’s distinctive look. Taking inspiration from the nostalgic charm of 1950s American diners on Route 66, the design features vintage yet surprising colour combinations, typeface variations, and playful illustrations that evoke a sense of nostalgia and indulgence.

The Salted Caramel Rum bottle stands out with its warm, golden tones, reflecting the richness of caramel and the smoothness of the spirit inside. Subtle wavy patterns on the label hint at the luxurious, melting texture of caramel, while the signature checkerboard pattern and ‘eaten barrel’ icon continue to playfully highlight Razel’s fun, premium personality. Premium finishing touches, including hot-foil accents, bubbly varnish, and embossed details, elevate the design, ensuring it commands attention on the shelf.