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Hamilton, Bermuda, February 4, 2015 – Celebrating its 153rd anniversary today, BACARDÍ rum announces the first packaging update to the world’s number one selling rum in more than a decade. The new bottle is designed to reflect the brand’s unique heritage and timeless quality.
BACARDÍ is one of the world's most popular and widely distributed spirits and is one of the top trending rum in the Drinks International Top 50 Bars 2015. As a rum enjoyed in many of the best bars around the world every single day, BACARDÍ turned to some of the world's top bartenders to help design a bottle that suited their needs. The new bottle – still in the classic ‘Georgia Green’ color glass – is slimmer and taller, designed to be easier to handle and more quickly picked up from a standard bar rail, with improved weight distribution for better ergonomics for the professional bartender.
The history of the Bacardí family, and BACARDÍ rum, is one of perseverance, with an unrivalled drinks legacy for more than 150 years. Each new bottle from the portfolio of both light and dark rums also features its own unique printers ornament – which tells a brief story of the history of the family, the brand and the iconic rum. The paper labels are made with recycled cane fibre, a by-product of rum making.
The new pack also heralds a return to the original Spanish names for the portfolio of rums – Superior, Gold, and Black will become ‘Carta Blanca,’ ‘Carta Oro’ and ‘Carta Negra.’
“We are excited to be launching our brand new design portfolio of bottles on February 4, our ‘Founders Day,’ which marks the birth of the family-run business in Cuba in 1862,” says Caroline Hipperson, Bacardi Global Brand Director. “Our vision was to create a bottle that told the story of Bacardi, its unique heritage and the masterful crafting that goes into the creation of each of our premium rums. One that makes bartenders proud to pour BACARDÍ rum for the next 150 years.”
“The unique taste of BACARDÍ rum inspired cocktail pioneers to invent some of the world’s most famous recipes including the BACARDÍ Mojito and the BACARDÍ Cuba Libre. The brand is built in bars around the world, by the world’s best bartenders, so naturally we turned to top bartenders to design a bottle that met their needs,” added Jacob Briars, Bacardi Global Advocacy Director.
The re-designed presentation of the BACARDÍ portfolio of rums has been through several creative processes with painstaking research into The Bacardi Archive to accurately reflect the brand’s unique history. The new bottle maintains and re-works several of the features historically associated with the brand. 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. Heavily influenced by Art Deco style, the bottles reflect the brand’s unrivalled history and provenance.
A film developed to support the launch brings to life the meticulous production process and relentless passion behind the crafting of BACARDÍ rum. It features BACARDÍ Maestro de Ron (master blender) Juan Piñera and well-known, New York bartender Steve Schneider, working in close partnership with the BACARDÍ brand on the launch, and is soundtracked by DJ/Producer Hudson Mohawke. http://youtu.be/VPGyuJyKXhc
The new pack launches in the United Kingdom today, becomes available across some European markets from early March, then the remainder of global markets from April onwards.
BACARDÍ Legacy Global Cocktail Competition
This month, the brand is also kicking off the national finals of the BACARDÍ® Legacy Global Cocktail Competition, a series of events across 36 countries that will showcase the new bottle design. Bacardi is encouraging finalists from the competing nations, as well as the global bartending community, to post images of their own ‘signature pour’ from the new bottle to Instagram, tagged #bacardilegacy. The BACARDÍ Legacy Global Cocktail Competition Grand Final will be held in Sydney on May 3, 2015.
Due to the exile from Cuba, BACARDÍ 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 BACARDÍ rum has remained unchanged since 1862, and this special craftsmanship and history is celebrated in the new bottle design.
