Video: New look and new names for Bacardi rums
The new bottle, which the company claims is easier to handle and more quickly picked up from a standard bar rail, is taller and slimmer with improved weight distribution for better ergonomics.
The original Spanish names for the rums have also been resurrected - Superior, Gold, and Black will become Carta Blanca, Carta Oro and Carta Negra – as the company looks to ramp up its message about the brand’s long and colourful heritage.
New paper labels made from recycled cane fibre, a by-product of rum making, also make the packaging more eco-friendly.
The company has created a film to celebrate the move, featuring Bacardí master blender Juan Piñera and New York bartender Steve Schneider:
“We are excited to be launching our brand new design portfolio of bottles today (Wednesday 4 February), our Founders Day, which marks the birth of the family-run business in Cuba in 1862,” said global brand director, Caroline Hipperson.
“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; one that will make bartenders proud to pour Bacardí rum for the next 150 years.”
A raft of advertising activity in the UK for 2015 is also in the pipeline and will include the return of the Bacardí Untameable Since 1862 TV ad, which first aired last spring, as well online ads and outdoor posters.
The new bottles will be available to order in the on-trade from April.
