Bottle it: BACARDÍ Rum unveils bold new design
How do you give an iconic drink a fresh twist without changing ingredients or production? BACARDÍ looked at its traditional packaging and decided it was time for a change.
Celebrating its 153rd anniversary, BACARDÍ rum recently announced its first packaging update to the world's number one selling rum in more than a decade.
Heavily influenced by Art Deco style, the new bottle design reflects the brand's unique heritage and provenance, although its timeless quality ensures it looks just as good in some of the world's finest bars today as it did in the 1920s.
Designed with bartenders
As the Maestros de Ron (master blenders) who age and blend BACARDÍ rums know, it's the details that matter. Designed in consultation with some of the world's leading bartenders, it has been created to ensure it is well balanced in order to produce the perfect pour. It is taller, slimmer and more cylindrical, with proud shoulders reminiscent of the more classic style of bottles.
Kristie Asciak, Head of Marketing at Bacardi Australia said of the new label: "It is also packed with finely crafted touches. The iconic BACARDÍ bat logo, representing good fortune, good health and family unity was inspired by hand-drawn Bacardi bat designs from the early 1900s. It features hand-cut fonts inspired by those adorning the Art Deco El Edificio Bacardi, the brand's former sales office and iconic bar in Havana, Cuba and all the paper labels are made from recycled cane fibre, a by-product of rum making."
Packed with heritage
More than 150 years of heritage and awards adorn the pack: the Royal Spanish coat of arms awarded for quality in 1888, a selection of medals won since 1862 (BACARDÍ rum is the most awarded spirit in the world) and the signature of Don Facundo Bacardí Massó, the founder of the company, that remains family owned since 1862.
Kristie goes on to say "The goal with the new pack design was to cement the extraordinary BACARDÍ heritage into the hearts and minds of today's consumer by connecting it with the human passion, untamable spirit and fine craftsmanship that goes into every bottle."
Loy Catada, National Bacardi Brand Ambassador also said "It looks contemporary, but with a strong heritage feel, and we look forward to seeing it in our bars in the hands of bartenders and consumers around Australia."
The re-designed presentation of the portfolio of BACARDÍ rums has been through several creative processes with painstaking research into The Bacardi Archive. Its launch today, on the brand's 'Founder's Day,' which marks the birth of the family-run business, is accompanied by a film that brings to life the meticulous production process and relentless passion behind the making of BACARDÍ rum. The movie features BACARDÍ Maestro de Ron Juan Piñera, well-known New York bartender Steve Schneider and is soundtracked by DJ/Producer Hudson Mohawke.
Due to the exile from Cuba, BACARDÍ rum is currently produced in Puerto Rico and Mexico, with the same methods first pioneered by Don Facundo Bacardí Massó, using the special Bacardi yeast, lightly charred American white oak barrels and a secret combination of charcoals to filter the rum. The unique flavour profile of BACARDÍ rum has remained unchanged since 1862. It is this special craftsmanship and history that is celebrated today and reflected in the new bottle design.
The new pack will hit Australian bars in time for the Global Legacy Final in May 2015.