Ron Barceló, the globally renowned rum made in the Dominican Republic, has announced the U.S. launch of a packaging redesign for Barceló Gran Añejo Rum.  The change marks another step in the brand’s global initiative to continually reinvent itself by creating new offerings that generate consumer interest and trade excitement for the brand’s award winning rums.

The packaging upgrade comes as Barceló’s U.S. Importer, Shaw-Ross International Importers, looks to increase the availability of Barceló Gran Añejo amid the brand’s accelerating sales and the overall growth in the premium rum category.

The custom shape of the new 750 mL bottle of Barceló Gran Añejo stands taller and sleeker than the previous Gran Añejo bottle.   The look is more relevant and modern.   The noteworthy features of the new bottle are a stylish higher-quality closure, greater prominence for the brand’s embossed lion crest and a new design of the Barceló brand logo.  To increase visibility on store shelves and on back bars, the size of the Barceló brand logo and the size of the Gran Añejo descriptor have been increased.  Overall, the updated Gran Añejo package provides a better representation of the premium rum inside, which is not changing.

The new Barceló Gran Añejo package will begin rolling out at retail stores in the east coast markets of Florida, New Jersey and New York commencing November 2016.  By January 2017, the new Barceló Gran Añejo package will be available in all U.S. markets.