Bacardi has given its rum portfolio a makeover with a stronger emphasis on the brand’s Cuban heritage.
The overhaul, the first packaging update for the range in more than a decade, includes a taller slimmer bottle and new labels focused on the brand’s roots, with each bottle featuring a unique design that tells a brief story of the history of the family, the brand and the rum.
In addition, the trio has returned to its original Spanish names - Carta Blanca (Superior) Carta Oro (Gold) and Carta Negra (Black).
“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,” said global brand director Caroline Hipperson.
Bacardi is supporting the new-look range, which rolls out next week, with a digital campaign in addition to the Bacardi Untameable Since 1862 push, which is set to return to TV in April.
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