Bacardi has announced its first packaging update in more than a decade. The new bottle is slimmer and taller, and will roll out from mid-February in line with range reviews.
Brand owner BBFB says the redesign maintains and re-works several of the features historically associated with the brand. For example, the updated bat logo was inspired by hand-drawn Bacardi bat designs from the early 1900s. The new pack also heralds a return to the original Spanish names for the family of rums – Superior, Gold, and Black will become ‘Carta Blanca,’ ‘Carta Oro’ and ‘Carta Negra.’
Caroline Hipperson, Bacardi Global Brand Director, commented: “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.”
A film has been produced support the launch of the new packaging, which will also be backed with TV advertising, digital content, digital display and out-of-home print activity.
