In celebration of its 153^rd birthday, Bacardi has revealed a new bottle – the first time the world’s number one best-selling rum has updated its packaging in over a decade.

The new bottle is taller, slimmer and more cylindrical, making the bottle better balanced to help bartenders produce the perfect pour.

The bottle redesign also features increased Art Deco style visuals, reminiscent of the 1920s when the BACARDI brand came to life in Cuba. Such features include the iconic BACARDI bat logo and hand cut fonts inspired by those adorned on the brand’s former sales office and iconic bar in Havana. Each bottle also includes a unique brief story from the Bacardi family’s history.

“Our goal with the new packaging design was to cement the extraordinary BACARDI 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,” Dmitry Ivanov, Chief Marketing Officer of Bacardi and President of Bacardi Global Brands, said.

The new packaging is currently available in the UK and will be available in Australia after April, ahead of the Global Final of the BACARDI Legacy Competition, which is being held in Sydney in May.

 Bacardi has also recently released new packaging across the Magners cider brand. To view the story, click here.