Diageo Global Travel has unveiled a striking new packaging design for Guatemalan rum Zacapa XO in travel retail.
The redesign is being rolled out progressively across the channel, starting this month. Further core pack updates will follow.
The new look represents a bold evolution for Zacapa, Diageo said. Moving away from the traditional black and gold colour palette, the design embraces a warmer, more expressive and contemporary aesthetic.
The packaging features intricate linework, rich textures and a sculpted silhouette housing the Zacapa XO decanter; while a golden interior mirrors the rich amber hue of the liquid within.
While the exterior has evolved, the liquid inside remains unchanged: Zacapa XO is produced from the first pressing of virgin sugar cane honey, aged for a minimum ten years and finished in French oak casks that once held Cognac. It offers a smooth, layered and balanced flavour profile.
Aged at 2,300 metres above sea level in the mountains of Guatemala, Zacapa XO is produced in what the company calls the ‘House Above the Clouds’.
This elevated origin has inspired the new packaging palette, with colour cues reflecting the warm earth tones and golden hues of a Guatemalan sunset.
Diageo Global Travel Head of Marketing Nicolas Wyckaert said: “Renowned as one of the world’s finest rums, Zacapa Rum stands as the #1 Super Premium+ rum in Global Travel (according to IWSR). With its striking new design, Zacapa XO redefines luxury rum, captivating discerning travellers with its unique and modern aesthetic.” ✈
