The idea of creating the 2021 Limited Edition was to bring the consumers a taste of exploration in these difficult times. BACARDÍ Carta Blanca, Carta Oro, Carta Negra & Spiced have been launched in 4 key European markets, each of them wearing a decoration that displays the lush greenery of a paradisiac island.

On the shelf, bottles stand out through its luscious, 360°, full color print of palm leaves and tropical flowers. Through the selective application of design elements in O-I : EXPRESSIONS RELIEF, a tactile effect was added to the BACARDÍ bat logo and the brand name along with selected leaves or flowers. On top of that, a QR code displayed on the bottle creates an immersive brand experience as, depending of the user’s location and liquid, it unlocks various pieces of playful drinks education and prize draws.

Sonia Zapatero, Customer Marketing Manager BACARDÍ & MARTINI Europe is capitalizing on BACARDÍ's experience of O-I : EXPRESSIONS: “We’ve seen fantastic consumer engagement and sales with last year’s Limited Edition, so for this year we are expanding it to more products while enriching the digital experience with new content!”

Replacing the sleeve with direct-to-bottle digital printing, using organic inks, this limited edition improves the environmental footprint of the product and reduces its use of plastic.