Bacardí has unveiled the first packaging update to its world-leading rum brand in more than ten years.
It is introducing a slimmer, taller bottle that provides easier handling, more efficient retrieval and improved weight distribution. The brand is also reinstating the Spanish names of its portfolio of rums; Bacardí superior, gold and black become carta blanca, carta oro and carta negra respectively, in a move that its manufacturer has said reflects “the brand’s unique heritage and timeless quality”.
The revamp will be celebrated with the return of Bacardí’s “untameable since 1862” campaign, which first aired in the UK last Spring. There will also be digital content, digital display and out-of-home print advertising throughout the year.
Bacardí global advocacy director Jacob Briars said: “The unique taste of Bacardí rum inspired cocktail pioneers to invent some of the world’s most famous recipes including the Bacardí Mojito and the Bacardí Cuba Libre. The brand is built in bars around the world, by the world’s best bartenders, so naturally we turned to top bartenders to design a bottle that met their needs.”
Caroline Hipperson, Bacardí’s global brand director, said: “We are excited to be launching our brand new design portfolio of bottles on 4 February, our ‘Founders Day’, which marks the birth of the family-run business in Cuba in 1862. Our vision was to create a bottle that told the story of Bacardí, its unique heritage and the masterful crafting that goes into the creation of each of our premium rums.”
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