Celebrating its 153rd anniversary last week, Bacardi Rum announced their first packaging update in more than a decade, heavily influenced by Art Deco style.
Designed in consultation with some of the world's leading bartenders, it is taller, slimmer and more cylindrical, with prominent shoulders reminiscent of the more classic style of bottles. The iconic Bacardi bat logo, representing good fortune, good health and family unity, is similar to the hand-drawn Bacardi bat designs from the early 1900s. It crowns a label of hand-cut fonts inspired by those adorning the Art Deco El Edificio Bacardi, the brand's former sales office and 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 Bacardi family's history, and a taste description and drinks serve on the back. In addition, all paper labels are made from recycled cane fibre, a by-product of rum making.
The pack reflects more than 150 years of heritage: the Royal Spanish coat of arms awarded for quality in 1888, a selection of medals won since 1862 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 Bacardi and President of Bacardi Global Brands, says, "Our goal with the new pack design was to cement the extraordinary Bacardi 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."