You might think that the largest rum company on the planet might not think about change…why bother, right? It’s simple, times change, tastes change and consumers change. Even the biggest company’s must change in order to stay fresh and relevant. The spirit industry has changed tremendously in last decade and even a huge brand like Bacardi has to change with the times.
Bacardi’s New Bottle
For the first time in over a decade Bacardi has updated their packaging (both bottle and label). In consultation with some of the world’s best bartenders, the new Bacardi bottle has been created to ensure that it fits well in bartender’s hands and is well balanced in order to produce the perfect pour. Bacardi made the bottle taller, slimmer and more cylindrical. They also added “proud shoulders” which they say is reminiscent of the more classic style of bottles.
Bacardi’s New Bat Logo
Bacardi’s is known for it’s iconic bat logo so they wanted their updated bat to reflect their heritage. The new bat logo was inspired by hand-drawn Bacardi bat designs from the early 1900s. It uses large, 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.
Did you know? The Bacardi bat represents good fortune, good health and family unity!
Bacardi’s New Label
Bacardi’s new label features larger lettering utilizes a smooth, Art Deco style . Adorning the package by celebrating more than 150 years of heritage and awards . 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.
The back of each new bottle from the portfolio of light and dark rums also features a brief story from the Bacardi family’s history and a simple taste description and drinks. Continuing Bacardi’s dedication to lessening their environmental impact, all paper labels are made from recycled cane fiber, a by-product of their rum making.
Our 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, 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. – Dmitry Ivanov, President of Bacardi Global Brands