In 1862 Cuban wine merchant Facundo Bacardi, acquired a distillery in Santiago de Cuba. Because there were a large number of bats living under the roof of the distillery, it was decided that it was appropriate to also show the bats on the brand of its white Bacardi Rum products. Fruit bats are also a symbol of good luck in Cuba.

Mission statement

Bacardi’s Mission is to “distribute its expanding portfolio of international brands to trade clients and consumers around the world”, to “discourage abusive consumption of our brands and to urge consumers who choose to drink to do so responsibly”.

Company history

1862 - Bacardi was founded by Don Facundo Bacardí Massó in Santiago de Cuba, when he revolutionized rum making by developing the world’s first smooth light-bodied spirit—what the world now knows as premium rum.

1910 - Bacardi rum was bottled outside Cuba for the first time in Barcelona, Spain

1930s - Bacardi established facilities in Mexico and Puerto Rico -- to date the two of the largest production facilities within Bacardi with the facility at Cataño, Puerto, being the largest premium rum distillery in the world.

1944 - Bacardi established an imports company in New York City to supply the United States market.

1960 - Bacardi operations in Cuba were illegally confiscated without compensation by the Cuban government. Confiscated Bacardi assets were estimated to be worth more than $76 million (estimated value in 1960 dollars). Bacardi continued its operations from four other countries: United States, Mexico, Puerto Rico, and The Bahamas.

1961 - Bacardi started production in a new facility in Brazil.

1965 - Bacardi opened a distillery in The Bahamas.

1978 - Bacardi rum in the United States posts sales exceeding more than 7 million 9-liter cases.

1979 - Bacardi rum was recognized for worldwide sales close to 16 million 9-liter cases

1983 - Bacardi celebrated the production of its 200 millionth 9-liter case of rum since 1960.

1987 - Bacardi launched Bacardi Breezers in the United States and global sales for Bacardi rums surpass the 20 million 9-liter case mark.

1992 - Bacardi Limited was formed, unifying four of the five separate strategic operating units of the Company (Bacardi International Limited – Bermuda; Bacardi & Company Limited – Bahamas; Bacardi Corporation – Puerto Rico; and Bacardi Imports, Inc. – United States). The fifth operating unit (Bacardi y Compañía S.A. de C.V. – Mexico) was incorporated into Bacardi Limited a few months later.

1993 - Bacardi Limited finalized the acquisition of General Beverage, owner of the Martini & Rossi brand. With this acquisition, Bacardi became one of the top five largest premium spirits companies in the world.

1995 - Bacardi launched Barcardi Limon. The following year it is proclaimed the most successful new spirit brand of the year and, more importantly, of all time.

1998 - Bacardi Limited acquired Dewar's Scotch whisky and the Bombay and Bombay Sapphire gin brands. Bacardi became one of the top four spirits companies in the world.

2002 - Bacardi formed an alliance with Anheuser-Busch to develop, market, and distribute Bacardi Silver, a clear malt beverage.

2002 - Bacardi acquired Cazadores blue agave tequila, now the top premium tequila in the world

2003 - Bacardi opened the Casa Bacardi Visitor Center at the Bacardi distillery at Cataño, Puerto Rico—a multimillion dollar, state-of-the-art tourist experience celebrating the history and unique qualities of Bacardi.

2004 - Bacardi Limited purchased Grey Goose vodka, the leading super premium vodka.

2005 - Bacardi Limited announced Andreas Gembler, an outside director on the Board of Directors, as its president and chief executive officer.

2005 - Facundo L. Bacardi, great-great grandson of the Company founder, named chairman of the board of directors of Bacardi Limited.

2006 - Bacardi Limited purchased 42 Below Limited, a New Zealand-based company best known for its 42 Below vodkas.

2007 - Bacardi purchases a stake in Leblon Cachaça, an ultra-premium luxury spirit from Brazil and the most award-winning cachaça on the market.

2008 - Michael Schumacher, seven-time Formula One racing champion becomes Bacardi Limited Social Responsibility Ambassador.

2008 - Seamus McBride is announced new Bacardi Limited president and chief executive officer effective September 1.

2009 - Bacardi Limited achieves “Triple Crown” certification and leads the industry as the only major spirits company in the world to have all its facilities globally certified to be operating in accordance with the world’s most recognized standards for quality, environment, and health and safety -- ISO 9001, ISO 14001 and OHSAS 18001 -- putting the company among an elite group of the world’s best-run companies.

2011 - Rafael Nadal, ATP world ranked #1 and winner of nine Grand Slam championships, becomes Bacardi Limited Social Responsibility Ambassador.

Geography and products

The company has a strong global presence with its operations in 110 markets worldwide. It has a significant presence various regions including North America, the Europe, Middle East and Africa, Latin America and Asia Pacific. The principal markets in North America region include the US, Canada and the Caribbean.The principal markets in Europe, Middle East and Africa regions include Spain, France, Russia, Germany, Italy and the UK. The principal markets in Latin America include Mexico, Brazil, Venezuela, and the Dominic Republic.

Furthermore, the global presence enabled the company to spread its customer base across all the regions. The company derives around 51.4% from Europe, Middle East and African region; 38.64% from North America and 9.92% from Latin America and Asia Pacific.

The strong global presence shows that the company has a wide spread sources of revenues and caters to businesses in different parts of the world. This helps in reducing its business risks across various geographies

 

Trademarks

Rum trademarks

Bacardi Superior
Bacardi Gold / Oro
Bacardi Black / Select
Bacardi 151°
Bacardi Reserva
Bacardi Añejo
Bacardi 1873
Bacardi 1873 Solera
Bacardi 8
Bacardi Reserva Limitada
Bacardi Silver
Castillo Gold
Castillo Añejo
Castillo Spiced
Palmas
Estelar

Clear Flavoured Rum/Spirit Trademarks

Bacardi Limón
Bacardi O
Bacardi Razz/Berry
Bacardi Cóco
Bacardi Big Apple/Apple
Bacardi Grand Melón
Bacardi Peach Red

Italian Vermouth Trademarks

Martini Bianco
Martini Rosso
Martini Dry
Martini Rosé
Martini D'Oro

French Vermouth Trademarks

Noilly Prat Blanc
Noilly Prat Rouge
Noilly Prat Ambre

Vodka Trademarks

Grey Goose
Grey Goose L'Orange
Grey Goose La Poire
Grey Goose Le Citron
Eristoff
Eristoff Red
Eristoff Black
Russian Prince
Natasha

Blended Scotch Whiskey Trademarks

Dewar’s White Label
Dewar’s 12 Year Old
Dewar’s Signature
Dewar’s 18 Year Old
Dewar’s Finest Blended
William Lawson’s Scottish Gold

Single Malt Scotch Whisky Trademarks

Aberfeldy 12 Year Old
Aberfeldy 21 Year Old
Glen Deveron 10 Year Old
Royal Brackla
Craigallachie
Aultmore

Gin Trademarks

Bombay
Bombay Sapphire
Bosford
Oxley

Tequila Trademarks

Cazadores Reposado
Cazadores Blanco
Cazadores Añejo
Corzo Reposado
Corzo Blanco
Corzo Añejo
Cuatro Vientos
Camino Real

Cognac Trademarks

Otard XO
Otard VSOP
Otard Napoleón
Otard XO Gold
Otard 55
Otard 1795 Extra
Gaston De La Grange

Brand Trademarks

Viejo Vergel

Liqueur Trademarks

Get 27/31
China Martini
Nassau Royale
Benedictine
B&B

Sparkling Wine Trademarks

Martini Asti
Martini Riesling
Martini Prosecco
Martini Brut
Grandi Auguri
Magici Istanti

Strapline

"Bacardi - Born in the sun"

Key people

Seamus McBride - President & CEO
Mr Mcbride was appointed President anf CEO of Barcardi effective September 1st 2008. He was elected Director by the Board on September 11th 2008.
McBride has over 30 years of global management experience in the consumer goods industry, and was previously President of Colgate Palmolive Company, and also spent four years for beer producer, Bass Plc.

Stefan Bomhard