Pacific Coast Spirits, X marks the spot

A design brief inspired by the vibrancy of old-world rum brands, pirates, sailors, and treasure, the design for Pacific Coast’s “X Marks the Spot” is a homage to Mangawhai’s rich seafaring history. This port town, renowned for its boat-building prowess in the 1800s, also boasts a notorious, treacherous harbour that has seen its fair share of tragic shipwrecks.

Each spirit within the range is named after a local landmark navigation point such as Howling Wolf Rock, Sentinel Rock, Mokohinau Islands and at the centre of the brand roundel is Taranga (Hen) Island, the largest island within the Hen & Chickens a renowned fishing and diving spot for locals.

The neck label on the gins features the Niagara, a passenger ship that was struck by mines off the coast of Mangawhai in 1940. All 349 passengers and crew survived, but the cargo, including 590 gold bars en route from the British government to pay America for munitions, disappeared in 120m of water.

The rum labels feature the Daring a 17-metre (55’8″) schooner, launched on 1 September 1863 in Mangawhai, New Zealand. It was wrecked twice, once in 1864, and again in 1865. Daring’s wreck was then discovered and excavated in December 2018 after being exposed by shifting sands.

The Pacific Coast brand seamlessly combines this heritage with a modern, sophisticated execution, showcasing local marine navigation points that evoke the thrill of the high seas. Designed to evoke a sense of adventure and discovery, while delivering a premium, expertly crafted spirit experience.