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October 10, 2008

Toz Spirits Naming a Good Bar Call

st.luciadistillerslogo copy.pngSt. Lucia Distillers located in Roseau, St. Lucia makes the highest quality rums and rum liqueurs. The company produces over twenty-five of the finest rum products in the Eastern Caribbean.

St. Lucia.jpgThe majority of rum production occurs in and around the Caribbean and South America. Rum is a distilled beverage made by fermenting and distilling sugarcane by-products, such as molasses and sugarcane juice.

With gold rums, the distillate, a clear liquid, is usually aged in oak and other wooden casks and thus receives its darker color.

St. Lucia asked Strategic Name Development to name its new luxury gold rum. The name had to be short, natural English, easy to pronounce, masculine, and most importantly it had to be a good bar call. It was imperative that the name conveyed a notion of discovery and that the product be portrayed as being premium.

TozRum.jpgFrom the hundreds of name candidates developed, Tøz surfaced as the most appropriate. Tøz was chosen as the name due to its tie to gold, since it is a symbol for the troy ounce, the traditional unit for weighing precious metals.

The name is based on the concept of a gold standard since the color shows signs of aging through its golden brown core and shimmering rim.

The Tøz masculine brand name was enhanced with the Danish "Ø" to add visual appeal and uniqueness.

An enjoyable aspect of the project for the Strategic Name Development team was taste-testing the rum.

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Posted by William Lozito at October 10, 2008 9:30 AM
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