Cockspur Rum is launching new packaging for its Fine Rum this month as it begins its £3m cricket sponsorship deal.

The new design, which will be launched across all European markets as part of a drive to improve the brand's visibility, would bring it into line with the packaging in North America, said global brand director David Smith.

"The iconic rooster remains the focus of the label, but the new look is more sophisticated, sharper and cleaner," he said.

The Barbadian rum has become the Official Spirit of Test Match Grounds in a three-year deal to boost the rum's presence in the UK and international markets.

"We are making a significant investment in the UK in the next three years in order to become the most visible of the golden rums," said Smith.

"Cricket is truly international in its audience and with South Africa, New Zealand and Australia all visiting over the next three years, Cockspur will also be seen in these markets through this partnership."

The news has been timed to coincide with the launch of a €4m UK campaign from generic body the West Indies Rum & Spirits Producers' Association to boost the golden rum category in the UK. "Rum is poised for growth in Britain," said Neil Morris, head of marketing.