Strategic Name Development Creates New TØZ™ Brand Name For St. Lucia Distillers

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St. Lucia Distillers’ new premium Gold and White Gold rum brand names, TØZ™ Gold and TØZ™ White Gold, were created by Strategic Name Development, a Minneapolis naming company.

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TØZ™ has an edge that distinguishes it in the category which caters to the sophisticated, trendy consumer.

TØZ™ Gold rum is dark, reflecting the rich, golden color of the aging process. This product is concentrated and smooth with sweet caramelized fruit, banana and honey traces, and a toasty, nutty flavor to give it balance and sophistication.

Another variation, TØZ™ White Gold, is a pure crystalline clear version of the gold rum. Although it is significantly aged, the rum is gently filtered to remove any coloring from aging in wood while retaining the maximum amount of smooth and sweet flavor.

Both rum product names draw from their unique Caribbean heritage, as well as the highest quality standards of the Caribbean's premier small distiller – St. Lucia Distillers Ltd.

Strategic Name Development worked with St. Lucia Distillers to develop the TØZ™ brand – one that is fresh, elegant, and differentiated, while still simple to pronounce and easy to remember.

"We were very pleased with Strategic Name Development's creativity and brand naming process," said Michael Speakman, Sales & Marketing Director, St. Lucia Distillers, Ltd. " TØZ™ has an edge that distinguishes it in the category which caters to the sophisticated, trendy consumer."

"TØZ™ is a symbol for the Troy ounce, a unit in the Troy weight system for measuring the mass of precious metals and gemstones. The TØZ™ Gold and TØZ™ White Gold product names, therefore, convey the superior quality of the products," said William Lozito, President of Strategic Name Development.

Iron Design created the packaging for TØZ™ which closely parallel the gold and white gold colors of the rum.

About St. Lucia Distillers Ltd.

St. Lucia Distillers Ltd. is a manufacturer of high quality Caribbean rum products, which include rums, cream liqueurs, liqueurs and alcoholic beverages containing rum.

The company has a reputation for producing a wide portfolio of award-winning rum products, the most recent being its renowned St. Lucia Distillers Ltd Chairman's Reserve Rum. It captured:

Gold Medal & Best in Class at the 2008 International Wine and Spirits Competition Double Gold Award in the 2008 San Francisco Wine & Spirits Competition To learn more about St. Lucia Distillers Ltd., please visit

About Strategic Name Development, Inc.

Strategic Name Development, Inc., a brand naming consultancy, has expertise in global product naming, company naming, tagline development, and brand architecture. We utilize our global capabilities while combining linguistics, creativity, and brand name research to build global brand names that are instantly recognizable, memorable, trademarkable, and strategically sound. We augment our naming expertise with our global proprietary Name DNA Validation™ research methodology, which compares name candidates to each other and against our proprietary normative database. For more information on Strategic Name Development visit

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Laura Cavil
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