BACARDI announced the launch of new global packaging for its flavored rum brands to showcase the premium quality of its rums. The re-designed bottles and outer shippers have a bolder, more modern look to further capture the attention of adult consumers.
The redesigned bottle is more slender in shape and utilizes colorful, new label designs to more prominently display the dynamic taste of each BACARDI Flavored Rum, including: BACARDI® LIMON™; BACARDI® O™; BACARDI® PEACH RED; BACARDI® RAZZ™; BACARDI® BIG APPLE™; BACARDI® GRAND MELON™; and BACARDI®COCONUT™. The innovative bottle design is the perfect mix of style and sophistication.
“The new global packaging of the BACARDI Flavored Rum family of brands showcases the bold, vibrant and distinct qualities of these outstanding flavors,” said Gordon Chisholm, brand director, BACARDI Flavored Rums. “It further strengthens the Bacardi leadership position within the flavored rum category, as well as our role as a premium spirits producer. We are very excited about the evolution of the brand and its continued growth.”
While preserving the authenticity of the brand, the new packaging features a more refined elliptical shape and a new translucent back label. The legendary BACARDI Bat device adorns each bottle, representing a long-standing tradition of brand quality, history and heritage.
In order to develop a new packaging concept to reflect the sophisticated consumer environment, BACARDI Flavored Rums conducted a survey of individuals from across the globe to gain insight on their packaging preferences. The result is clean, pure and elegant.
These newly designed bottles arrive in a fresh set of outer shippers. Set on a sleek black base color, the new shipper effortlessly unites with the rest of the BACARDI Rum brand, enhancing the brand’s presence off-premise and maximizing the success of trade merchandising. A phased “soft” introduction of the new packaging is planned over the next few months, with arrival at shelf varying by size and market.
BACARDI Flavored Rums are versatile spirits that mix well, no matter what the occasion. For more information, please visit www.bacardi.com
About BACARDI Rum
In 1862, in Santiago de Cuba, Bacardi revolutionized the spirits industry when founder Don Facundo Bacardi began producing his remarkable light-bodied, smooth rum – BACARDI®, the world’s favorite premium rum brand. Today, BACARDI rum is produced in Puerto Rico, following the production legacy set forth by Don Facundo – crafted in a five step distillation process, mellowed in American white oak barrels, and filtered five times for unparalleled quality and smoothness.
About Bacardi U.S.A., Inc.
Bacardi U.S.A., Inc. is the United States import, sales and marketing arm of one of the world’s leading spirits and wine producers. The company boasts a portfolio of some of the most recognized and top-selling spirits brands in the United States including BACARDI® rum, the world’s number-one selling rum; GREY GOOSE® vodka, the world-leader in super-premium vodka; DEWAR’S® Blended Scotch Whisky, the number-one selling blended Scotch whisky in the United States; BOMBAY SAPPHIRE® gin, the fastest-growing premium gin in the spirits industry; CAZADORES® blue agave tequila, the number-one premium tequila in the world; MARTINI & ROSSI® vermouth, the world-leader in vermouth; and other leading and emerging brands.