BACARDI rum has a new look following a packaging update across the core range.
The new bottle design is slimmer and taller and is said to be designed to be easier for bartenders to handle and pick up from a standard bar rail.
Each variant has also reverted to its original Spanish name; Superior, Gold and Black have been renamed Carta Blanca, Carta Oro and Carta Negra.
The new packaging is being supported by an online advertising campaign with further support scheduled for April with the return of the brand’s ‘Untameable since 1862’ television ad campaign.
Caroline Hipperson, global brand director for Bacardi, said: “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.”