Bermuda-based Bacardi has unveiled a new packaging design for its Oakheart Genuine Spiced Rum.

The new label design features the image of a barrel over a pair of crossed axes, thus paying homage to the American oak barrels in which Oakheart is mellowed.

Bacardi said that it had crafted and aged the Oakheart Genuine Spiced Rum for a minimum of one year.

Bacardi in North America rums brand director Nadine Iacocca said: “Oakheart has emerged as a strong contender in the spiced rum category with its own strong identity.

"The new packaging will be brought to life through a US advertising campaign running until December."

“Created as a tribute to the closest of friends, ‘Heart’ pays homage to the bond between them, while ‘Oak’ is a salute to the strength of this bond.

“The positioning and new packaging is reflective of this spirit and will be brought to life through a US advertising campaign running until December and experiential consumer activations beginning in October and running through March.”

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Bacardi aims to launch various advertising efforts to promote its rum for men over the age of 21.

During the promotion, the company aims to collaborate with sporting heroes in selected US cities, starting from Philadelphia.

Image: Oakheart Genuine Spiced Rum. Photo: courtesy of Oakheart Genuine Spiced Rum.