Bacardi unveils new bottle design for bartenders

Bacardi has unveiled a more ergonomic bottle design as well as a return to traditional Spanish names for the core range in its first packaging update for a decade.

Bacardi’s first bottle redesign in 10 years is designed to appeal to bartenders

The rum brand’s Superior, Gold and Black expressions have been given a design overhaul to meet the needs of bartenders.

The new bottle shape is taller and slimmer with improved weight distribution, all designed to enable bartenders to grab the bottle more quickly from the speed rail.

Also new is the first bottle use of the latest reincarnation of the iconic Bacardi Bat, which was updated in 2013 as part of the brand’s Bacardi Untameable Since 1862 marketing campaign.

The three core expressions in the range, Superior, Gold and Black, have been renamed Carta Blanca, Carta Oro and Carta Negra respectively, in an effort to reflect the brand’s Cuban roots.

Caroline Hipperson, Bacardi global brand director, said the global launch of the new bottles today marks Bacardi’s “Founders Day”, the anniversary of the birth of the business in Cuba in 1862.

“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 Bacardi rum for the next 150 years,” she said.

The bottles will be available to order in the on-trade from April.

To coincide with the packaging update, Bacardi has created a film depicting the design and production process, featuring Bacardi maestro de ron Juan Piñera, and New York bartender Steve Schneider.

The company will also push digital content and display support as well as out-of-home advertising.