Bacardi Rum’s packaging design has Art Deco flavor

Bacardi Superior, Black and Gold rums in their new packaging.
Bacardi Superior, Black and Gold rums in their new packaging.

After more than a decade, Bacardi Rum is getting a redesign.

The company announced Wednesday on its 153rd anniversary that it’s releasing new packaging with an Art Deco-influenced style.

The Bacardi bat logo represents good fortune, good health and family unity and was influenced by drawings from the early 1900s. The label draws from fonts used at the Art Deco El Edificio Bacardi, the brand’s former sales office and bar in Havana, Cuba.

The bottles, which are taller, slimmer and more cylindrical, will also include a Bacardi family story, a taste description and a printers ornament.

“Our goal with the new pack design was to cement the extraordinary Bacardi 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,” Dmitry Ivanov, chief marketing officer of Bacardi and president of Bacardi Global Brands, said in a news release. “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.”

The new paper labels, made from recycled cane fiber, a by-product of rum making, also showcase the company’s awards including the Royal Spanish coat of arms.

And every pack is complete with the signature of Don Facundo Bacardi Masso, the company’s founder.

The redesign process involved research into the Bacardi Archive to reflect the brand’s history. The company also looked to top bartenders to design the new bottle, a Bacardi executive said.

With the redesign, the company looked to tell the story of Bacardi, its heritage and the crafting that goes into creating the rum. The new bottle takes many elements previously associated with the brand and re-works them.

The redesign is coupled with a film that goes through the rum’s production process. It features Bacardi Maestro de Ron Juan Pinera and New York bartender Steve Schneider.

People in the United Kingdom are the first to get a look at the new design during its release Wednesday. The new packaging will spread across some areas of Europe in March and will be released globally in April.