Bacardi

 

I am back with my fifth blog post. I will tell you more about the liquid that make people happy at night and miserable in the morning. Oh alcohol, how many times I have waked up by the indescribable pain in my head, promising myself that I will never drink again? Unfortunately we all do it and we all lie to ourselves, no-one will stop having fun once in a while because of one unpleasant morning. People say that getting drunk is like being married: you have fun in the beginning, but sooner or later you will regret it. I don’t know if this is true or not, I have never been married, so I will leave that to you. As we all know there are many different types of alcohol, we already discussed the whiskey and the beer in my previous posts, that is why I decided to write about another type that can’t be missed.

The theme of this post is RUM and the brand is BACARDI

 

 

History:

Bacardi or “Bacardi Limited” is the largest family-owned spirits company in the world. It was founded on the 4^th of February 1862 in Santiago de Cuba, in Cuba. The founder of the company Don Facundo Bacardi Masso was a wine merchant born in Spain, in 1814. He emigrated to Cuba when he was 16 in 1830. During that time rum was cheaply made and it was not considered as a good drink. It was rarely sold in taverns. Don Facundo decided to change the way rum is being perceived and to make money out of it. He was experimenting different things when finally he decided to filter the rum trough charcoal, this made the rum clear and smooth, the alcohol genius also started to age the rum by putting it in white oak barrels. The final product after all the procedures was the first clear or also called “white” rum in the world. In 1862 Don Facundo and his brother Jose bought a distillery. In this building lived fruit bats, and that is the actual inspiration for the Bacardi bat logo. The logo was very clever and strong because at that time(19^th century) there weren’t many other like it, which enabled customers to easily recognise the brand and the product. With the years the drink gained popularity and the brand expanded by buying other famous companies or competitors like “Havana Club”. At the moment Bacardi Limited is headquartered in Hamilton, Bermuda and it has 16 board-members, who are led by the great-great grandson of the founder, who took the name of his grandfather Facundo L. Bacardi.

 

Facts

-          Bacardi employs 6,000 people, manufactures at 29 facilities in 16 markets on four continents, with sales in more than 150 countries.

 

-          Bacardi Limited owns many other alcohol companies, some of the most famous ones are:

Grey Goose Vodka

Bombay Sapphire Gin

Martini and Rossi Vermouth

Havana Club

Drambuie

Disaronno Amaretto

Benedictine Liqueurs

 

-          The company sells more than 200 million bottles per year.

 

-          Company sales in 2007 were 5.5 billion American dollars.

 

 

-          Bacardi is not actually made in Cuba anymore.

 

-          In its 150-year history, Bacardi rum has won more than 550 awards for quality and product profile, making it the world’s most awarded rum.

 

 

What does Bacardi do to make people buy the product?

 

Bacardi was an unique alcoholic drink when it was started, it is true that there were many other companies making rum, but nobody was making it the way Don Bacardi was. The white rum looks and feels smoother and lighter than the dark one. The branding also played a big part in making people aware of the product. The logo was very interesting and memorable. Rum was also used as a trading good back in the days, so that made it more desired by people.

 

The advertising of Bacardi I found different than the other alcohol adverts I have seen, the video adverts of Bacardi are always showing a group of people having fun, there is music and a catchy song. An advert from 1991 shows young people on the beach having great time, dancing, singing and drinking Bacardi, the lyrics of the song that is used for the commercial are as follows:

“Be, what you wanna be,

Taking things the way they come,

Nothing is as nice as finding paradise & dancing to Bacardi fun,

Living Life the easy way, got your way to let it run,

Nothing is as cool as drifting in the sun-light dancing to Bacardi fun.”

It is very easy to remember and the melody is very nice. Recently in 2016 Bacardi made a remake of the song, using the same lyrics but making the song sound like a Dubstep and it is actually amazing, I played it at least five times.

The poster adverts are always very interesting, it really depends on the Bacardi product being advertised. Some are funny, there is one saying:

“I saw you with that vodka last night...

All the girls know you can make better cocktails with me”.

 

 

Bacardi is sponsoring many music festivals and parties, for example Nucleya Fan Fest in India in 2016, Boonstock Music Festival, Electric Picnic etc.

 

 

Conclusion

 

Bacardi wants to be accepted as a drink that makes the party and that is why the brand is aiming at younger people. I personally like the drink and I like the way the brand promotes itself. I think Bacardi is a high quality rum and even older audience is enjoying it. With all this rum I can only say: “Yo ho ho! Ahoy pirates and stay tuned for my next blog post.”