If export interests the Chatel distillery, the pioneer of Reunion punches first cultivates its local roots by adapting it to the expectations of new generations. The company is committed to the premiumization of all its ranges.
“The offers of arranged rums have an air of resemblance, but in fact each one is different and has its own clientele. In my opinion, my competitors are above all colleagues and it’s nice that Reunion companies are spreading across the mainland” declares Julie Chatel, commercial director of Chatel. Chatel, another great actor of Arrangés Réunionnais, privileged, his, its development in Reunion. It mainly innovates for Reunionese customers by evolving its rum-based preparations and diversifying into other successful drinks., like Next vodka. The history of Chatel with arranged rum dates back to the very origin of the distillery in 1907. Its founder, Jean Chatel, pharmacist, was the author of a thesis on the aromatic plants of Reunion Island. It is from this knowledge that liqueurs with Reunion flavors were born., instead of importing this type of alcohol from mainland France. For example, Goyavlet made from guava, inspired by Guignolet métropolitain made with cherry. In the 70s and 80s, the iconic Chatel punches brought the brand into modernity while perpetuating the original know-how. A know-how including Alain Chatel, current president of the Chatel company, is today the heir and which he enriches with his own creations.
Les Arrangés Chatel from yesterday to today
The current range of Arrangés marketed by Chatel includes nine references. Historical flavors, sure values, maintain the link with tradition : lettuce, spices, pineapples victoria, ginger. However, their recipes have been reworked, rejuvenated, with new associations like Gingembre Passion which succeeded Gingembre Tangor. But the fundamentals have not changed with raw materials – rum, fruits, spices – exclusively from Reunion Island. Next to these pillars, the Chatel distillery has been in tune with new tastes : Caramel Salted Butter (a nod to Brittany), Banana Caramel, Pineapple & Banana flambé, etc. Chatel has risen to the forefront of originality with its latest addition, released in December for the holidays : Coconut Candy. This Arrangé was born from the enthusiasm of the creator of the famous Calicoco coconut calissons, Saint-Paul pastry chef Grégory Grimoult, for Chatel arranged rums and his collaboration with Alain Chatel. Another testimony that, for Chatel, the adventure of Arrangés is also and above all made up of favorites.
LUXURY ARRANGEMENTS…
Métis Rum, Gadiamb, Arranged Blard… Opening the segmentation of Arranged upwards, several arranged rum houses have chosen specialized circuits (caves, tourist shops) and online sales. Aiming at the very high end, Arranged Blard, with its very elegant bottle, is the most spectacular example of this trend, with prices approaching 70 euros. From his professional experience in mainland France and in the United States, Gregory Blard, founder with his father and cousin of Arrangé Blard, reported a corporate culture put at the service of family know-how to create a collection of rums flavored with untreated fruit macerate, respecting the most authentic tradition of arranged rum.
