Bacardi (Part1)

Bacardi was founded in 1862 in Santiago de Cuba by Facundo Bacardi. The company now posses many brands such as Grey Goose,  vermouths Martini & Rossi, Bombay Saphire and of course, the brand Bacardi. Bacardi sells more than 240 millions of bottles in 170 countries per year which makes it the third largest company in the spirits industry.  However, the company does not use its country of origin as a pitch sale. In fact, the Bacardi brand is not sold in Cuba anymore; Havana Club is the main brand of rum of the country. [1]Bacardi puts emphasis on their story and heritage; “Spirit for life” is the company’s purpose. They stand for the following values:

• Trust – true to each other.
• Caring – in all that we do.
• Passion – inspired by our heritage and vision.
• Excellence – beyond what is expected.[2]

The brand position itself as being classy, traditional, authentic, hence dynamic. The price range varies according to the products but Bacardi is generally seen as a high end class of rum. They propose quality products and the benefits are not only functional (taste) but also psychosocial and emotional (feeling good when being part of the group).

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[1] http://fr.wikipedia.org/wiki/Bacard%C3%AD

[2] http://www.bacardilimited.com/resp_governance.html