Magazine article Marketing

Company Cv

Magazine article Marketing

Company Cv

Article excerpt

BACARDI-MARTINI LIMITED

Companyfacts

Bacardi-Martini Ltd is the UK arm of Bacardi-Martini Group, the fourth largest spirits company in the world. Bacardi was founded in Cuba in 1862, one year before Martini & Rossi was established in Italy. The two businesses merged in 1992. The group is still owned by descendants of Bacardi founder, Don Facundo Bacardi.

Formed in 1989, Westbay Distributors is the UK sales, marketing and administrative arm, and distributes the group's products in the UK.

Last year, Bacardi-Martini boosted the ad budget for its white rum brand by 20%, to [pounds]18m. Created by McCann-Erickson, the campaign aimed to increase the brand's appeal with its core market of 18- to 24-year-old males, by using a more macho approach and emphasising its Cuban heritage. One ad shows two boxers fighting in a ring with the Bacardi bat logo on the floor, and has the strapline, 'The spirit of Latin passion'. The brand's UK relaunch was backed by [pounds]7m.

The Bacardi bat is thought to have originated in 1862, at the suggestion of Don Facundo's wife, when she discovered a colony of fruit bats near the distillery. …

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