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NEW GROVE IS MAURITIUS!

New Grove turns 15 years young! The teams take a moment to look back, to ndulge in the pride of the fruit of their labour. More than 15 unique rums in a total of 5 Collections: Exotic, Gourmandise, Authentic, Savoir-Faire, and Emotion. Collections that can be savoured in more than 35 countries.

 

At the World’s conquest…

The Adventure has begun in 2003. At the time, New Grove delightfully benefited from the prized contribution of rum experts, and created a unique and original Mauritian rum, one that gracefully meets all qualitative international standards. The brand name is a tribute to the revival of Mauritian know-how, about our ability to produce a premium rum; one that is the fruit of the Mauritian tropical land, and its sugar cane. A “produit du terroir” – a genuine produce of Mauritian origins.

To reach this objective and position New Grove in its rightful place among major international brands, premium rums – neat, undiluted, and technical – were created. The resolve was to match the preferences of true spirit connoisseurs. The colours of the brand were black and gold, and the logo represented a historical scene of the Mauritian capital, Port Louis. New Grove was set and ready to conquer the world…

 

15 years later, having received several international awards, New Grove is recognised as a premium rum! Cherry on the cake, New Grove has made Mauritius a “5-Star rum destination”!

 

Authentic & Tropical

The decision is reached: New Grove needs a new brand identity. One that is in line with its true identity. The logo is transformed; its black background is replaced by a bright one and more tropical and exotic colors, the brand name placed inside a sun. The Blue Latan (Latanier Bleu) Palm leaf is retained as the icon of the brand. This iconic endemic plant is the raw material with which arrack, the ancestor of rum, used to be prepared. New packaging and labels were readied, but the brand as a whole still required a decisive shift…

 

“Heart of our identity – From Field to Glass – the soul, matter and substrate of Mauritius”

It was at this crossroads that we decided to perfect out thought-process with WDK Solutions, the branding experts. The time for introspection was ripe. It was the perfect moment to ask ourselves who we really are, what discoveries we offer, what the essence of our know-how is, our values, our culture, our DNA … And what link binds us to those who truly value and cherish our creations.

 

This intellectual journey has been (and still is) compelling! We synthetised our history, tradition, innovation, climate, terroir, cultural influences, know-how… the intertwining facets of what composes every sip of New Grove rum. Created entirely in Mauritius, at the Estate, from field to the glass, in the first Mauritian distillery which was born in 1838.

To savour a New Grove rum is to take a voyage into the heart of our historical and cultural legacy. The improbable history of a land, a nature, a people and a nation of plural accents.

Authentic, warm and welcoming, NEW GROVE is Mauritius!

We now hold the intrinsic essence of our brand, its sincerity, its truth:

 

New Grove is Mauritius.

Water, earth, air, and fire…

Its rich, earthy volcanic land soaked in the salty waters of the Indian Ocean, rich, dripping and conducive to luxuriant and nourishing vegetation. Its mellow climate, bathed in the sun’s warm and gentle sweetness, Braced by tropical winds that sometimes produce sea breezes, sometimes trade winds, and sometimes unleash in tropical storms…

 

New Grove is Mauritius.

A symphony of cultures and influences…

Its unique tropical plurality, where India, Europe, Africa and China intertwine. Weaved and crossbred, from roots and between crops; it colours our worlds, stirs our taste buds, multiplies our imagination, flavours our desires, spices up our longings, liberates our senses, enriches our creativity and widens the field of our possibilities …

 

New Grove is Mauritius.

A 100% “homemade” authenticity…

The fruit of a Mauritian know-how. That of the first distillery of the island, created in 1838. Where to sow, plant, observe, harvest, collect, touch, shape, smell, age, listen, assemble, taste; elements harmonised and mingling with each other, like notes of the same symphony.

All of this to create a Mauritian 5-Star rum, one that is true and authentic!

 

 

In representing who we are, we also represent Mauritius Island. We are characterised by our tropical motherland, by its abundance, plurality, authenticity and uniqueness! A land of infinite wealth that lends us all the ingredients which compose our palette of tastes, scents, fragrances and colours…

 

New Grove is Mauritius. A Mauritius that defines us, and that we make ours.