Heritage and bartenders inspire new look for Bacardi range

bacardi 2015

A new look is to be introduced for Bacardi rum that will make the bottle easier to handle for bartenders and bring back the original Spanish names for the range.

While still in the classic “Georgia Green” glass, the new bottle will be slimmer and taller to make it easier to handle and pick up from a standard bar rail, with improved weight distribution for better ergonomics.

It also sees the names of Bacardi Superior, Gold, and Black revert back to Carta Blanca, Carta Oro and Carta Negra, highlighting the Latin history of the brand that dates back over 150 years.

The new bottles also feature their own printers ornament, which tells a brief story of the history of the Bacardi family, the brand and the rum. The paper labels are made with recycled cane fibre, a by-product of rum making.

The redesigned packaging, which will be available in the UK on-trade from April, follows painstaking research into the Bacardi archive to reflect the brand’s history.

The new bottle, heavily influenced by the Art Deco style of the 1920s, maintains and re-works several of the features historically associated with the brand.

It includes the iconic Bacardi bat logo, representing good fortune, good health and family unity, which was inspired by hand-drawn Bacardi bat designs from the early 1900s

Jacob Briars, global advocacy director for Bacardi, said: “The unique taste of Bacardi rum-inspired cocktail pioneers to invent some of the world’s most famous recipes including the Bacardi Mojito and the Bacardi Cuba Libre.

“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.”

Caroline Hipperson, global brand director for Bacardi, added: “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 – one that makes bartenders proud to pour Bacardi rum for the next 150 years.”

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