Two new Bacardi varieties launch.
Bacardi has collaborated withSpear(http://spearinc.com/americas/en/index.html) to develop an
interactive label that is paired with their introduction of two new rum
flavors; Bacardi Wolf Berry and Bacardi Black Razz. Continuing with a
long-standing relationship between the two companies, Spear provided innovative
label ideas that are focused on assisting Bacardi with gaining a
competitive-edge in the marketplace.
The first of the two flavors, Wolf Berry rum is infused blueberry and
wolfberry (commonly known as a goji berry) while the Black Razz is raspberry
flavored with black sapote which gives it a rich,
Spear’s Toy BOX innovations introduced thermochromic inks on the new
Bacardi rum labels that reveal wolf-claw marks on the Wolf Berry flavor and
flames on Black Razz in response to temperature change. The label graphics
contain bold images that pair well with the flavors of the new rums and the
interactive-revealing colors are a way to let consumers know the rum is chilled
and ready to be served.
Utilizing various colors of rotary screen, hot stamp and flexographic
printing, Spear is able to produce the multiple colors of the Wolf Berry and
Black Razz labels at their Mason, OH, facility. This combination of printing
processes, first-rate inks and label materials allows Spear to achieve the
animated-graphics Bacardi is aiming for.
These products will be offered in the US, Canadian and Mexican markets and
could launch in Europe in the near future. Bacardi hopes that with these new
flavors they’ll captivate younger customers by opening up the chilled-flavored-rum
Bacardi will employ their Jacksonville, TN, plant to fill bottles for US
and Canadian demand while utilizing a Mexico-based plant for Mexican
Jared Koerten, a Euromonitor International US research analyst, comments: “In
a highly competitive landscape like that of rum in the US, future innovation in
flavors is likely as companies attempt to help their product stand out among
the myriad of competitors on the shelf. Leaders in flavor innovation like
Bacardi will likely keep this competitive edge.”