Rexam Goes Bay-side with Bacardi

World famous drinks brand Bacardi has again joined forces with Rexam to create stylish bottles for its new ready-to-drink product, Bacardi Bay. The product, launched in June 2004 in Italy and Belgium, is a real innovation in the world of ready-to-drink low-proof beverages. 

World famous drinks brand Bacardi has again joined forces with Rexam to create stylish bottles for its new ready-to-drink product, Bacardi Bay. The product, launched in June 2004 in Italy and Belgium, is a real innovation in the world of ready-to-drink low-proof beverages. It is a blend of Bacardi Rum and fruit juice creating a refreshing, non-carbonated beverage with an alcohol content of 5%. Bacardi Bay is available in three distinctive flavours each created from a mixture of two complementary fruits - Orange & Lemon, Apple & Kiwi and Strawberry & Raspberry. It also has higher fruit juice content than other similar products, at between 28% and 40%, which is reflected in its intense colour and a smooth yet light texture. The bespoke 275ml flint glass bottle was designed to reflect the product's unique characteristics. The silver, twist-off cap is reminiscent of fruit juices bottles and helps to communicate to the consumer that the product is still. A sinuous glass outline and softly curved label convey the smoothness and pleasant taste of the beverage, and the embossed "Bacardi" on the glass reflects the image and quality of the brand. In developing Bay, Bacardi has followed the positive consumer trends towards drinking 'still' and fruit juice based beverages. The target market is 20-30 year-olds with a preference for still drinks and who enjoy the rich taste of fruit juice. It is the perfect drink to enjoy with friends in bars and clubs as well as at home.