10 Cane is a luxury rum made for mixing top-quality rum cocktails. Alchemy is the underlying positioning of both the product and the package. The mixing of the elegant and classic crest with the irreverent placement of the label, the combination of the raw beauty of Trinidad with the sophistication of France—these are important to developing the alchemy of the brand. The simple custom bottle is designed to be bartender-friendly: easy to grip and easy to pour. 10 Cane is a new classic.

The label placed right across the image is irreverent.
Juxtaposes old and new, traditional and modern.