Bacardi has unveiled redesigned packaging across its range of rum, available to retailers from mid-February.

The new bottles are slimmer, taller and designed to be easier to hold. The packs also see a return to the brand’s original Spanish names with Superior, Gold and Black rebranded as Carta Blanca, Carta Oro and Carta Negra respectively.

The redesign is supported by a TV ad and video on demand from mid-April. Out-of-home and digital ads will also support Bacardi throughout the year.