INSIGHTS

The new packaging clearly communicates the brand’s heritage and quality tapping into Millennial consumers’ desire for authentic and premium brands. Introducing quality and premium cues allows BACARDÍ to continue the journey to Rum category premiumization.

BACARDI TRADITIONAL RUMS NEW PACKAGING

DRIVING OUR KEY EQUITIES NEW Logotype, Wordmark, Quality Paper and Shape. HIGHLIGHTS OUR STORY Emphasis on craft and heritage. USAGE EDUCATION Inclusion of perfect serve cocktails. NEW BOTTLE

The new bottle provides a fresh look while bringing in elements from the brand’s history.

NEW BOTTLE SHAPE

NEW HOW TO DRINK CLEAR ON PACK

NEW

BRAND HERITAGE CUES

NEW LOGOTYPE

NEW PRODUCT

CRAFTING STORY

NEW PREMIUM

PAPER LABELS

NEW BOTTLES WILL HAVE GREATER IMPACT ON SHELF WHILE REMAINING THE BEACON FOR RUM AISLE NAVIGATION

RETAIL SUPPORT TOOLS ARE POSITIONED TO DRIVE SUCCESS

• Mass Display bottles will grab shoppers’ attention • Large (6L) bottles will be flexible merchandising tools to garner attention and drive execution • Commemorative bottle tins will reinforce the significance of the change • Counter Units will allow New Bottle communication throughout the store • LED signs that grab attention in the On or Off Premise

BACARDI TRADITIONAL RUMS NEW PACKAGING

• Liked by both current and recruitment target consumers as much as current • Perceived as authentic and crafted

• Perceived as more timeless • Loved by bartenders • Higher impact off the shelf