Bacardi Rum’s New Look

April 1, 2015 – When you are 153 years old, it’s time for a facelift!  Returning to its youth, Bacardi has revamped the packaging for its world-famous rum borrowing details from El Edificio Bacardi, the brand’s former sales office and iconic bar in Havana, Cuba.

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 1920’s.  It launches this month across the U.S.

Details matter. The new bottle was designed in consultation with some of the world’s leading bartenders 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.

The famous bat logo, representing good fortune, good health and family unity, was inspired by hand-drawn Bacardi bat designs from the early 1900s.  The back label offers a short history of the company. In addition, all paper labels are made from recycled cane fiber, a by-product of rum making.

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 and the signature of Don Facundo Bacardí Massó, the founder of the company, that remains family owned since 1862.

Due to the exile from Cuba, Bacardi rum is currently produced in various other locations, mainly in Puerto Rico and Mexico, with the same methods first pioneered by founder 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 flavor profile of Bacardi rum has remained unchanged since 1862.  The new bottle design speaks to this special craftsmanship and history.