Bacardi Rum has launched a new bottle pack design in the UK, incorporating influences of Art Deco.
The company said the new design reflects the brand's heritage and origin. It resembles the classic style of bottles and is packed with crafted touches.
Every new bottle from the portfolio of light and dark rums will feature its own printers ornament, a brief story from the Bacardi family's history and a taste description and drinks serve on the back.
All paper labels are made from recycled cane fiber, a by-product of rum making, Bacardi Rum said.
The company plans to unveil the new pack across several European markets from early March 2015 and the rest of the worldwide markets from April.
Bacardi chief marketing officer and Bacardi Global Brands president Dmitry Ivanov said: "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.
"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."
Bacardi Rum is currently operating in Puerto Rico and Mexico. The Bacardi rum brand is part of the portfolio of Bacardi Limited, based in Hamilton, Bermuda.
Image: The new Bacardi Rum bottles are taller, slimmer and more cylindrical. Photo: Courtesy of PRNewswire.
