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www.rhum-charrette.com
THE TRADITION OF AN ISLAND
REUNION INDIAN OCEAN
SY SYMBOL UNIC ICITY TRADITION
THE TRADITION OF AN ISLAND www.rhum-charrette.com TRADITION SY - - PowerPoint PPT Presentation
THE TRADITION OF AN ISLAND www.rhum-charrette.com TRADITION SY - - PowerPoint PPT Presentation
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
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LOCALIZ IZATIO ION
The Island of Reunion is a French overseas department in the heart of the Indian Ocean.
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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
with 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.
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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.
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GOLDEN RUM WHITE RUMS OLD RUMS
CHARRETTE RANGE
70cl, 40% 100cl, 49% 450cl, 49% 70cl, 40% 70cl, 40%
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CHARRETTE AROMATIC CARTOGRAPHY
Old rhum: Toasted bread Jammy fruit White pepper
Charrette rums = The Traditional Reunion rum with strong vegetal intensity
Golden rhum: Sugarcane juice Banana Liquorice White rhums: Sugarcane juice Vegetal notes
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PARIS AGRICOLE COMPETITION AWARDS
2009 Silver Medal for the 3 Year Old Rum 40%vol. 2007 Gold Medal for the White Rum 49%vol.
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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 !!!
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In Réunion - May 2009
CHARRETTE POST STER CAMPAIGNS
In France – June 2009
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UNIQUE SE SELLING POINTS
- Heritage: the iconic brand of Reunion Island with 3 Centuries
- f 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