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Bacardi’s New Look

Bacardi celebrates 153 years in rum making with new throw-back packaging a redesigned bottle.

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imageCelebrating its 153rd anniversary today, Bacardi rum announces the first packaging update in more than a decade. Heavily influenced by Art Deco style, the new bottle design reflects the brands unique heritage and provenance, although its timeless quality ensures it looks just as good in some of the world’s finest bars today as it did in the 1920’s.

As the Maestros de Ron (master blenders) who age and blend Bacardi rums know, it’s the details that matter. Designed in consultation with some of the world’s leading bartenders, it has been created to ensure it is well balanced in order to produce the perfect pour. It is taller, slimmer and more cylindrical, with proud shoulders reminiscent of the more classic style of bottles.

It is also packed with finely crafted touches. The iconic Bacardi bat logo, representing good fortune, good health and family unity, was inspired by hand-drawn Bacardi bat designs from the early 1900s. It crowns a label of hand-cut fonts inspired by those adorning the Art Deco El Edificio Bacardi, the brand’s former sales office and iconic bar in Havana, Cuba. Each new bottle from the portfolio of light and dark rums also features its own unique printers ornament, a brief story from the Bacardi family’s history and a simple taste description and drinks serve on the back. In addition, all paper labels are made from recycled cane fiber, a by-product of rum making.

More than 150 years of heritage and awards adorn the pack: the Royal Spanish coat of arms awarded for quality in 1888, a selection of medals won since 1862 and the signature of Don Facundo Bacardí Massó, the founder of the company, that remains family owned since 1862.

The new pack launches in the United Kingdom today, becomes available across some European markets from early March, then the remainder of global markets from April onwards.