Bacardi’s Oakheart Genuine Spiced Rum has new packaging to help it stand out on shelves and back bars. While designed to provide familiarity to the existing product, the new direction is more classic and masculine in its style. In addition, to support the brand, Bacardi is launching an ad campaign focused around sporting events and Millennial males where a giant American oak barrel will travel to events, giving consumers a chance to carve their names into it.