Making a mark: how Bacardi proved distinctiveness

The task of protecting a 157-year-old iconic brand, and its unique bottle, falls directly within the scope of Brandstock’s abilities. Brandstock successfully overturned the initial decision by the EU Intellectual Property Office (EUIPO) to refuse to register the Bacardi bottle as a EU trademark.

Bacardi’s branding, values, and commitment to quality have remained remarkably consistent since its launch in Cuba, in 1862. The brand has evolved, expanded, and adapted, but the core elements of its iconic flagship product remain easily identifiable. It goes back to a culture of protecting its heritage and legacy—started by Don Facundo, who had the vision to revolutionise the spirits industry.

Since the early days of Bacardi rum, consumers have known to look for the red bat seal, the clean labelling and the filigree-embellished coat of arms—features that evoke the colonial Caribbean roots which define its character.

Over the years, it has evolved its image to match the promise of its offerings: light, refreshing, and accessible in a way that sets it apart from other rums. This has included clean lettering on crisp labels and the use of more delicate shades of glass to soften the harsh connotations historically associated with rum.