Bacardi's goal was to make the beverage more relevant to its 18-24-year-old target market, while ensuring it remained instantly recognisable on shelf.
The new Rexam-produced bottle has an elegantly tapered shape and enhanced "masculine" shoulders. Heavy embossing on front and reverse focuses on the brand's key heritage cues – the year 1862 and the signature of founder Don Facundo Bacardi.
The split, five-colour, offset-litho printed label from Eurostampa (other label suppliers serve other European Bacardi markets) also contributes a more modern, dynamic feel; with the label taking on a simpler design, giving increased prominence to the Bacardi name and new "bat device".
