Bacardi repackages rum range

Bacardi has unveiled new Art Deco-inspired packaging for its eponymous rum range. It is the first time it has updated its bottle design in more than a decade.

The new bottles, which will roll out globally between March and June, are taller and slimmer - designed with bar rails and handling in mind – and are said to further reflect the brand’s heritage.  

The bottle design heralds a return to the original Spanish names for the portfolio of rums, with Superior, Gold, and Black making way for Carta Blanca, Carta Oro and Carta Negra.

The glass remains 'Georgia Green’ in colour, but the Bacardi bat has been tweaked  - now inspired by the brand’s logos of the 1900s - and the new bottle label has been fashioned from recycled sugarcane fibre.

Caroline Hipperson, Bacardi, global brand director, said:  “Our vision was to create a bottle that told the story of Bacardi, its unique heritage and the masterful crafting that goes into the creation of each of our premium rums."

The brand has been launched on what Bacardi calls its “Founders Day” (February 4) which “marks the birth of the family-run business in Cuba in 1862”. 

Jacob Briars, Bacardi global advocacy director, said: “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.”