Continuing Bacardi's Tradition With Modern Bottle

Rexam Glass Barnsley has provided stylish new packaging for Bacardi Carta Blanca, the world's largest selling premium distilled spirit brand.

Rexam Glass Barnsley has provided stylish new packaging for Bacardi Carta Blanca, the world's largest selling premium distilled spirit brand.

Over the past 143 years, the Bacardi bottle has evolved to keep the brand up to date, relevant and in the front of the minds of its customers.

However, the changes have never been as significant as the most recent ones said Rexam.

Bacardi wanted its packaging updated in order to become more relevant to the brand's target market of 18-24 year-olds, make it more contemporary and to highlight the perception of the brand's premium qualities, whilst being in-line with the desired global brand identity.

However, the company still wanted the brand to be clearly recognisable as Bacardi and to keep its differentiation.

Rexam Glass has given the bottle an elegantly tapered shape and enhanced masculine shoulders to deliver a more sophisticated, premium and contemporary feel.

Heavy embossing has been used on both the front and back of the bottle to reinforce the product's premium characteristics.

That is said to focus on the brand's key heritage cues, which are the year 1862 and the signature of the founder, Don Facundo Bacardi.

The split label design gives Bacardi a more modern and dynamic look.

The label has taken on a simpler design, increasing the prominence of the Bacardi name and the new bat device.

An updated signature of the Bacardi founder is printed on to the cap, highlighting that each bottle is produced to the same exacting standards.

The cap also features the simple words 'smooth and dry' to bring out the essence of the drink to consumers.

Research undertaken since the re-launch showed that the new pack particularly appeals to young and loyal Bacardi drinkers.

Rexam added that 73 per cent of consumers preferred the new bottle and 85 per cent felt that it is 'suitable' or 'very suitable' for Bacardi.

They felt that the new packaging has a more modern and stylish appearance and is less dated and traditional than the previous design.

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