Types of flavored Bacardi

Bacardi límon

Named after the spanish word for lemon Bacardi límon is a unique blend of Bacardi Rum infused with a combination of a 100% natural lemons and limes

Bacardi Peach Red
Bacardi Peach Red brings frech peach flavour to the heart of any cocktail. Sweet nectar from 100% natural california freestone peaches are infused with smooth Bacardi Rum for the perfect taste of peach.

Bacardi Razz
Dark and sweet marion berries plus slightly tart red rasberies create a Bacardi Rum that's bursting with the flavour of the freshiest berries.

Bacardi O
100% natural tangerines, mandarin and valencia oranges are combined with pure Bacardi Rum for an unparalleled taste and aroma that's truly magnetic.

Bacardi Big Apple
A barrelful of the best, juciest, 100% natural apples including Fuji, Golden Delicious and Granny Smith varieties combined with premium Bacardi Rum.

Bacardi Grand Melon
100% natural Watermelons combine with smooth Bacardi Rum for a juicy flavour,, unparalleled aroma and unquestionable style.

Bacardi Coconut
Premium Bacardi Rum joins real coconut to produce a 100% natural, clean, shinning spirit with a rich coconut aroma and a true taste.

Bacardi Dragon Berry
Bacardi dragon Berry has a unique blend of ripe, juicy strawberries and sweet exotic dragon fruit that creates a bold flavour that no other spirit offers.

Barcardi (Part 3)

ADVERTISING

Bacardi has a very classic and elegant image but it does not stop them from having content related to sexuality in their ads. For almost any type of Alcohol, publicity is somehow related to sexuality.

Probably their most original commercial, this one show ”people made of water “dancing and having fun. The comercial very playfull and dynamic and the bartender who is making the drink refers to the idea of a night club where people get together and have fun. The “water boy and girl” reflect the image of physical attractiveness and sexiness that the brand wants to associate with the products.

Another ad refers to the classic and timeless characteristics of the brand. The main character “walks across time” to go get is drink. Again, showing a fun, enjoyable atmosphere since 1862. We get the idea of tradition which suggests quality and authenticity. We also see young women glancing at the main character while he walks across the rooms again suggesting the idea of physical attractiveness and sexiness.

As for the web site, Bacardi is trying to comply with a code of ethic by asking you if you are of legal age to drink alcohol before you can access the website. Then, the first thing you notice is that it is very dynamic. The colors, music and movement remind you, once again of a nightclub but without losing the elegant touch of the brand. The presentation of the products is well designed. They display all their products at the same time. It makes it easy to just click and find out about any of their drinks.

 

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

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