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Identity, naming and packaging for a small batch coffee rum that uses singe-origin, cold brewed coffee which is sourced and roasted by Portland Roasting Company. Eastside Distilling then blends this with their premium silver rum and a trace amount of Demerara sugar which balances the acidity of the coffee, resulting in a barista-quality coffee rum. Target audience ranges from craft-minded mixologists to home bartenders.
The name Hue-Hue (pronounced way-way) is derived from Huehuetenango, a town in the highlands of western Guatemala where the coffee is sourced. Design inspiration comes from the burlap coffee sacks that are uniformly used throughout the country. Bottles are screen-printed in one color and the neck flag is printed on Tyvek® which is a durable material used extensively on rural coffee estates.
This product has been recently launched along with a series of others from Eastside Distilling. Early indicators are strong and exciting with key new accounts opening and high energy experienced in the trade. It is too soon to have significant sales data collected, but new returns are very good.