Celebrating its 153rd anniversary today, BACARDÍ rum announced the first packaging update in more than a decade to the world’s top-selling rum.

The new bottle design reflects the brand’s heritage and provenance. Influenced by Art Deco style, the design also seeks a “timeless quality” attractive in bars from the 1920s to today.

The bottle is taller, slimmer and more cylindrical, with “proud” shoulders reminiscent of the more classic style of bottles. It also includes numerous fine touches.

The BACARDÍ bat logo — representing good fortune, good health and family unity — crowns a label of hand-cut fonts inspired by those adorning the Art Deco El Edificio Bacardi, the brand’s former sales office and iconic bar in Havana, Cuba.

Each new bottle from the portfolio of light and dark rums also features its own unique printers ornament, a brief story from the Bacardi family’s history and a simple taste description and drinks serve on the back.

Additionally, all paper labels are made from recycled cane fiber, a by-product of rum making.

More than 150 years of heritage and awards adorn the pack: the Royal Spanish coat of arms awarded for quality in 1888, a selection of medals won since 1862 (BACARDÍ rum is the most awarded spirit in the world) and the signature of Don Facundo Bacardí Massó, the founder of the company, which remains family-owned since 1862.

“Our goal with the new pack design was to cement the extraordinary BACARDÍ 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,” said Dmitry Ivanov, Chief Marketing Officer of Bacardi and President of Bacardi Global Brands. “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 re-design went through several creative processes with much research into The Bacardi Archive. Its launch today, on the brand’s “Founder’s Day” marking the birth of the family-run business, is accompanied by a film that brings to life the extensive production process and passion behind the making of BACARDÍ rum. The movie features BACARDÍ Maestro de Ron Juan Piñera, well-known New York bartender Steve Schneider and is soundtracked by DJ/Producer Hudson Mohawke.

Due to the exile from Cuba, BACARDÍ rum is currently produced in various other locations, mainly in Puerto Rico and Mexico, with the same methods first pioneered by founder Don Facundo Bacardí Massó, using the special Bacardi yeast, lightly charred American white oak barrels and a secret combination of charcoals to filter the rum. The flavor profile of BACARDÍ rum has remained unchanged since 1862, and this craftsmanship and history is celebrated in the new bottle design.

The new pack launches in the United Kingdom today, becomes available across some European markets from early March, then the remainder of global markets from April onwards.

For more information on ‘BACARDÍ Untameable Since 1862’, BACARDÍ rum and cocktail recipes, visit bacardi.com