Millennials have been a growing market for brands, with their character and lifestyle has been reflected in how brands manufacture their imagery and their products. For the millennial generation, there seems to be a fascination for marrying the old and the new, and heritage becomes an important factor when consuming products.
Today, Bacardi rum has become a favorite bottle for the younger generation to consume. The brand has seized this opportunity by upgrading its bottle designs to reflect not just the heritage of Bacardi but at the same time showcase the brand’s passion with exquisite craftsmanship from the liquor to its bottle.
“The new bottle reflects the dynamism of Bacardi, and its passion to evolve along with the tastes and needs of its consumers,” explains Celine Louis, brand manager of Bacardi Philippines. “We want to excite them with the functionality of this new bottle, while letting them revel in the proud heritage of the brand.”
Founded by Don Facundo Bacardí Massó in 1862, Bacardi has been a pioneer in the rum industry with the creation of its light-bodied rum. Its rich heritage started with its Bacardi white rum, and has since grown with a portfolio of more than 200 brands and labels. From its minimal packaging label, the current design tells the legacy of Bacardi with an image of Don Facundo featured. The new design also showcases its old logo style, with new hand-cut fonts inspired by art deco from the company’s old office, together with stories about the family history. The bat, which has graced Bacardi bottles since 1862, has been reinstated to an older, truer, and more traditional design in the new bottles. The design includes the Royal Spanish Coat of Arms symbol alongside a selection of medals that Bacardi has received over the years. The design not only upgrades the look but also at the same time improves weight distribution for better ergonomics.
The new look is an eye catcher by the bar, as it looks rustic and more expensive than the old design. The new design was created based on suggestions by different bartenders worldwide, hence making the bottle design also flexible for bartending use. Though the outside bottle design has changed, the liquid content retains the original family recipe passed down to the many generations of Bacardi’s lineage.