A FEW EXEMPLE OF BACARDI’S PRODUCTS

Buying a bottle of rum does not represent a big risk either financially or socially. However, several elements are used to differentiate the various products from the competition and to appeal different target customers. For the physical product itself, the flavours, the colors, the presentation and the packaging are all factors used to influence the client’s purchasing decision.

Bacardi segmented its market in order to appeal all kinds of customers.  Different lines of products adapted to each segment are proposed:

The classic rum image refers much more to tradition.

The bacardi 8 : The shape of the bottle reminds us the shape of the barrel in which the rum is aged for 8 years. The colors on the label were carefully chosen to represent the smooth, rich and very full with a long expansivefinish taste as they say. The consumer of this kind of product is usally more mature and not to ecxentric just like the bottle.

The superior rum:  As you can see the company mention the fact that this is the original rum created in 1862. They suggest that the spirit of Bacardi is in every bottle. Once more, they refer to tradition and quality.  Hence, the bottle is in a very classic shape and the colors are quasi neutral to appeal a wider range of customers.

Bacardi created another line of product to attract younger customers

Ready to drink and flavour rums:

-Bacardi torched cherry rum

-Bacardi Superior Cola

-Bacardi Mojito

-Bacardi’s 4 flavours of classic cocktails

All these products conserve the classic and elegant image of Bacardi but with playful colors and attractive design and presentation. Rum is a kind of alcohol with a particular taste and just like wine, people tend to develop this taste as time goes on. By adding flavours, the brand reaches a new segment of young people who tend to like fruit flavours; coconut ,limon, cherry, apple. In short, they created a flavour for everyone to expend their  market consumer base. Moreover, these ready to drink beverages fits with the fast paste of life. People are time poor so it’s a perfect solution adapted to today’s reality.

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www.barcardi.com