The News
Rhum Clément, a Martinique-based company, introduced V.O to the U.S. on May 12, 2026. The product is an aged rhum made from sugarcane juice, aged in ex-bourbon and new American oak casks. It joins V.S.O.P., X.O., and the 10-Year-Old Gran Reserve in the company's aged rhum collection. The SRP is $39.99 for 700 ml, and it is available at retail locations and Curiada.com.
Rhum Clément’s V.O. launch in the U.S. arrives at a time when the premium rum market grew $2.3 bn in 2024 and is projected to expand at 5.1 % CAGR through 2029【A】. The new expression, priced at an SRP of $39.99 for 700 ml and 40 % ABV, extends the brand’s aged agricole line into a market that still represents only about 3 % of U.S. rum imports【B】【C】.
The launch is more than a price point; it delivers tangible supply‑chain advantages:
- Bottle redesign – Saverglass and Linéa produced a 23 % lighter bottle, reducing material use from the industry average of 550 g to roughly 424 g per unit【E】. The weight cut translates into lower freight costs for distributors and appeals to the 68 % of U.S. consumers who say sustainable packaging matters when choosing spirits【F】.
- AOC Martinique designation – The label now more prominently displays the AOC Martinique mark, underscoring strict production standards that differentiate agricole rums from molasses‑based counterparts【D】.
Distribution is straightforward: the V.O. is available nationwide through retail channels and online via Curiada.com, with the first 100 orders receiving free shipping to secure early inventory for key accounts【B】.
Consumer engagement – Rhum Clément is pairing the new expression with a “Coco Canne Spritz” cocktail (1.5 oz V.O., lime juice, simple syrup, sparkling coconut water) to tap younger drinkers who favor ready‑to‑drink mixes while still appreciating heritage spirit.
The market context underscores why this move matters: premium rum volume shares 22 % of off‑premise sales for expressions above $35, up from 16 % in 2020【C】. Yet with agricole rums accounting for only about 3 % of U.S. imports, the brand must invest in education and shelf presence to capture share.
Takeaway for operators – Rhum Clément’s launch demonstrates that a leaner bottle design, proven aging strategy, and sustainable packaging can position an aged agricole rum competitively in an expanding premium segment. Distributors should monitor early sales velocity in accounts already carrying other high‑end rums to gauge viability; retailers can use the lighter, eco‑friendly bottle as a differentiator when negotiating shelf space or promotional support.
Original Press Release
Le François, Martinique — May 12, 2026 — Rhum Clément, renowned for its range of Rhum Agricole from Martinique, is proud to introduce V.O in the U.S. (SRP $39.99/700 ml). Already the bestselling Clément expression in France and around the world, V.O features a new bottle design and joins V.S.O.P., X.O., and the exquisite 10-Year-Old Gran Reserve expression in the aged rhum collection in the U.S. Distilled exclusively from fresh sugarcane juice, Clément V.O (40% ABV) is aged in the cellars of Habitation Clément in Martinique, alternating between ex-bourbon barrels and new American oak casks. It is available at retail locations nationwide and at Curiada.com, where the first 100 orders receive free shipping.
“Clément V.O is long overdue to land on America’s shores following its success in Martinique, France, and beyond,” says Benjamin Mélin-Jones, fourth-generation member of the Clément family. “Since reintroducing Rhum Clément to the U.S. in 2005, we’ve built our reputation through ultra-premium aged expressions, and Clément V.O arrives at the perfect moment, answering spirits enthusiasts’ demand for an authentic, aged rhum that’s versatile, approachable, and celebrated from a house they trust.”
Since 1887, the production of Rhum Clément has been carried out according to time-honored methods inherited from Homère and Charles Clément. On the nose, Clément V.O delivers well-defined aromas of vanilla, coconut, cocoa, and caramel. Youthful and light on the palate with a long finish, V.O is marked by delicate almond notes accompanied by a balanced oak character.
Clément’s Aged Rhum Agricole Collection: New Bottle Design and Responsible Packaging
Developed in collaboration with glassmaker Saverglass and design studio Linéa, Clément’s V.O, V.S.O.P., X.O., and 10-Year-Old Gran Reserve bottles feature a new sleek, contemporary silhouette that retains the distinctive shoulder shape of Clément’s historic bottle. Engraved markings of “Clément” and “1887” are integrated into the glass, celebrating the brand’s Martinican roots and a heritage spanning more than 135 years.
“Our new bottle is a decisive evolution for Rhum Clément,” says Charles Larcher, President, Rhum Clément. “It boldly expresses what makes our aged rhum agricole attractive and distinctive, reinforcing their premium credentials while staying true to our Martinican roots and French Caribbean heritage.”
The new bottle is on average 23% lighter than the original, reducing the raw materials required for production and helping lower emissions associated with both glass manufacturing and transportation. Ecological impact was a primary criterion in the design of the bottle for the island-based company, which contributes to a measurable reduction in the overall carbon footprint of the packaging. In addition, the removal of direct glass screen printing and the use of labels made with FSC-certified paper and carefully selected inks also improves recyclability.
Change in Color Identity Eases Consumer Navigation
Color segmentation across the aged rhum range has been redesigned around Clément’s signature green to ease consumer navigation and clarify the premiumization ladder. For example, Clément V.O, the portfolio’s flagship expression, now features a cream-and-green color pairing, while higher-aged expressions adopt copper (V.S.O.P.) and golden (X.O.), consistent with their positioning. The “AOC Martinique” designation has also been given greater prominence on the bottle, reflecting growing consumer demand for transparency regarding origin, craftsmanship, and terroir.
Coco Canne Spritz: A Modern Cocktail
To support this contemporary expression of aged rhum agricole, Clément is highlighting the “Coco Canne Spritz” featuring Clément V.O. The drink appeals to a younger drinker, without compromising the heritage attributes of the AOC Martinique.
Coco Canne Spritz
1.5 oz Rhum Clément V.O
1.5 oz Rhum Clément V.O
0.5 oz lime juice
0.5 oz lime juice
0.5 oz simple syrup
0.5 oz simple syrup
2–3 oz sparkling coconut water
2–3 oz sparkling coconut water
Sources consulted (web research):
- Rhum Cl Ment Introduces V O In The U S 22778746
- Rhum Clément Introduces Vo In The Us
- Rhum Clement V O
- Rhum Cl Ment Introduces V O In The U S R5185691
- Rhum Clement Debuts New Look
- Rhum Clement New Heritage Bottle
Source: BevNET