The new packaging embraces a more vibrant, contemporary look.

Luxury Guatemalan brand Zacapa Rum has introduced its new packaging for Zacapa XO across global travel retail.

The new XO presentation is rolling out across the channel from this month, to be followed by additional core pack redesigns that aim to bring the new brand world to life.

Marking a departure from traditional luxury cues of black and gold, the new design embraces a more vibrant, contemporary look that aims to highlight the craftsmanship behind the brand.

The updated packaging features detailed line work, rich textures and curved silhouettes that frame the decanter within. A gold-toned interior adds warmth and depth.

The liquid inside remains unchanged. Zacapa XO is produced from the first pressing of virgin sugar cane honey and finished in French oak casks that previously held cognac. It is aged at 2,300 metres above sea level at Zacapa’s ‘House Above The Clouds” in Guatemala for a minimum of 10 years.

The updated design draws inspiration from the surrounding landscape, incorporating earthy tones and amber hues that reflect the country’s natural warmth and character.

Head of Marketing Global Travel Nicolas Wyckaert commented: “With its striking new design, Zacapa XO redefines luxury rum, captivating discerning travellers with its unique and modern aesthetic. Crafted for those seeking exclusive and unforgettable experiences during their journeys, it stands as the ultimate gift.”

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