6 Bacardi

05 September, 2008


growth Aug 08 v Aug 07: +3%

Key date in history: 1960 - Castro nationalises the company's Cuban rum facilities, forcing it into exile but guaranteeing its popularity in the US

Famous friends: Ernest Hemingway often mentioned Bacardi in his novels

Strengths: No serious white rum rival; huge global recognition

Challenges: Has to carry the category alone; preoccupation with old rivalries

The year gone: On-trade skewed ads around cocktail s

The year ahead: Rise of golden rum could see non-white variants play a bigger role

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Hofmeister may need more than the bear essentials to succeed

So, George The Bear is back. Itís hard for some of us oldies to fathom, but there are those under, say, 40 who canít actually remember Hofmeister and feel the cultural jolt supplied by the return of both the bear and the beer whose marketing campaigns it used to front.

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Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know