Bacardi Rum Unveils Bold New Pack Design

Celebrating its 153rd anniversary this week, Bacardí rum announces the first packaging update to the world’s number one selling rum in more than a decade. Heavily influenced by Art Deco style, the new bottle design reflects the brand’s 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 Bacardí 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 Bacardí bat logo, representing good fortune, good health and family unity, was inspired by hand-drawn Bacardí bat designs from the early 1900s. It crowns a label of hand-cut fonts inspired by those adorning the Art Deco El Edificio Bacardí , 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 Bacardí 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 (Bacardí rum is the most awarded spirit in the world) and the signature of Don Facundo Bacardí Massó, the founder of the company, that remains family owned since 1862. Dmitry Ivanov, Chief Marketing Officer of Bacardí and President of Bacardí Global Brands, says, «Our goal with the new pack design was to cement the extraordinary Bacardí heritage into the hearts and minds of today’s consumer by connecting it with the human passion, untameable spirit and fine craftsmanship that goes into every bottle. It looks contemporary, but with a strong heritage feel, and we look forward to seeing it in bars and in the hands of consumers around the world».

The re-designed presentation of the portfolio of Bacardí rums has been through several creative processes with painstaking research into The Bacardí Archive. Its launch today, on the brand’s ‘Founder’s Day,’ which marks the birth of the family-run business, brings to life the meticulous production process and relentless passion behind the making of Bacardí rum. The movie features Bacardí Maestro de Ron Juan Piñera, well-known New York bartender Steve Schneider and is soundtracked by DJ/Producer Hudson Mohawke.

Due to the exile from Cuba, Bacardí rum is currently produced in various locations mainly in Puerto Rico and Mexico with the same methods first pioneered by Don Facundo Bacardí Massó, using the special Bacardí yeast, lightly charred American white oak barrels and a secret combination of charcoals to filter the rum. The unique flavor profile of Bacardí rum has remained unchanged since 1862.  It is this special craftsmanship and history that is celebrated today and reflected in the new bottle design. The new pack launches in the United Kingdom, becomes available across some European markets from early March, then the remainder of global markets from April onwards.