Luxury Guatemalan brand, Zacapa Rum, is announcing the roll out of its new pack design for Zacapa XO across Global Travel. With a design that reimagines its classic elegance with a fresh, modern energy, the new packaging is made to captivate and stand out on shelf.
Marking a bold departure from traditional luxury cues of black and gold, the new design signals an evolution — celebrating the artistry behind Zacapa and embracing a more vibrant, contemporary expression of craft. Intricate lines, rich textures, and curved silhouettes hero the iconic decanter within, while a golden interior casts a warm glow that honours the liquid it holds. The result: a beautifully elevated gift, perfect for meaningful moments and those who matter most.
Though the look has transformed, the liquid remains the same: exquisite and unmistakably Zacapa XO. Made from the first pressing of virgin sugar cane honey, finished in French oak casks that once held Cognac, and aged for a minimum of 10 years – for a taste that is as smooth and perfectly balanced as ever.
Aged at 2,300 meters above sea level in the mountains of Guatemala, Zacapa is crafted in its enchanting “House Above the Clouds”. This elevated world serves as inspiration for the new pack with colour cues that hero the tones of the warm earth and amber glow of the setting sun, making it truly vibrant, expressive, and deeply rooted in Guatemala’s landscape.
Nicolas Wyckaert, Head of Marketing Global Travel, said: “Renowned as one of the world’s finest rums, Zacapa Rum stands as the #1 Super Premium+ rum in Global Travel (IWSR). 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.”
The new XO pack will roll out gradually across Global Travel from November with additional core pack redesigns that bring the new, vibrant, brand world to life to follow.
