 |
This summer Bacardi Global Travel Retail is commemorating the 150th anniversary of Bacardi rum with a series of limited edition promotions.
150th anniversary gift pack
Designed by packaging specialists JKR, the limited edition 150th anniversary gift tube is decorated with colourful advertising imagery from Bacardi’s rich history.
The back of the tube features a note from Bacardi Limited Chairman Facundo L. Bacardi, who recalls how his great-great-grandfather Don Facundo Bacardí Massó created Bacardi rum in 1862 on the island of Cuba. It also notes how the rum has inspired bartenders to create the first recipes for many classic cocktails, including the Original Bacardi Cuba Libre, the Authentic Bacardi Mojito and the Original Bacardi Daiquirí.
Mojito glass collection
In another promotion this summer, travellers have the opportunity to toast the brand’s 150th year with a free limited-edition mojito glass.
Available with 1-litre bottles of Bacardi Superior rum, the glass was especially designed to house the classic Bacardi Mojito cocktail.
Each of the four glasses in the vintage collection is decorated with a different image from one of the brand’s advertising campaigns from the last 150 years.
 |
The “˜Brotherhood of the Bat’ T-shirt
And finally, in a travel retail exclusive, consumers who pick up a twin-pack of 1-litre bottles of Bacardi Superior rum will receive a free “˜Brotherhood of the Bat’ T-shirt designed to celebrate the 150th anniversary. The vibrant abstract artwork on the front of the T-shirt was created by Cuban artist Lia Galetti, who took her cue for the design from the story behind the Bacardi bat logo.
According to Bacardi, there was a high level of illiteracy in Cuba 150 years ago, so a memorable icon was required to make the new rum instantly recognisable. Don Facundo’s wife, Doña Amelia, came up with the logo idea after being inspired by the colony of fruit bats living in the rafters of the Santiago distillery – and the local belief that bats are a sign of good fortune, health and brotherhood.
The decision was a hit, with Bacardi quickly becoming known as “˜El Ron del Murcielago’ – “˜The Rum of the Bat’.
“Throughout 2012 we are celebrating 150 years of Bacardi bringing people together to enjoy the very best cocktails at legendary parties,” said Bacardi Global Travel Retail Marketing Director Vinay Golikeri. “With these one-of-a-kind promotions, supported by high-impact displays to drive footfall throughout global travel retail, we are giving travellers around the world the opportunity to join in the anniversary celebrations this summer.”
[houseAd4]
