Rum Journal: Bacardi’s New Look

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Above: the new design of Bacardi

By the Caribbean Journal staff

The world’s best-selling rum has a new look.

Bermuda-based Bacardi has unveiled a major overhaul of its bottle designs.

The changes, which the company said were designed “in consultation with some of the world’s leading bartenders,” include new bottle shapes and a new visual identity — although the famous bat logo remains, of course.

“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,” said Dmitry Ivanov, chief marketing officer at Bacardi. “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.”

Bacardi, which produces most of its rum in Puerto Rico and Mexico, first launched in 1862.