Bacardi Reshapes Core Rum Brand With Global Makeover

Bacardi, the second-largest premium spirit brand worldwide, has unveiled a global packaging revamp for its flagship rum range. Intended to emphasize the brand’s provenance and heritage, the new Art Deco-inspired look features a remaking of Bacardi bat logo, which is modeled after hand-drawn versions of the design from the early 1900s, as well as an updated label made of recycled cane fiber. Additionally, the Bacardi bottle has been reshaped to be taller, slimmer and more cylindrical, creating what the company says is a “more classic style” of bottle.

The new packaging is currently launching in the U.K. and will debut in additional European markets early next month before rolling out globally in April. The move marks the brand’s first packaging makeover in more than a decade.

The leading rum brand in the U.S., Bacardi was down 2.5% last year to 8.8 million cases, according to Impact Databank. Globally, it sells around 19 million cases annually, and overtook Johnnie Walker in 2014 to rank second globally behind only Smirnoff among premium spirits brands.

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Tagged : Bacardi, Bacardi Ltd., rum, spirits

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