Situational Analysis of Bacardi Ltd.

About Bacardi

Founded by Facundu Bacardi in 1862Headquarter in Hamilton, Bermuda

Best known as a producer of rumSales in excess of 200 million bottles per yearOperates in 100 countriesTotal sales in 2009 was $6.2 million

Promoters of the company

• Facundo L. Bacardi• Bernard F. Ramirez• Charles M. Hernandez

Vision & Mission of the company

• Maintain the quality & taste• Be the superior brand• Leader in the alcoholic beverage segment

Product range

• Bacardi Rum• Greygoose Vodka• Dewar’s blended scotch whiskey• Bombay sapphire gin • Eristoff Vodka• Cazadores tequilla• Martini Wine

Current range of the product• Rum brandsBacardi Superior, Bacardi 151 degree, Castillo

Silver/Gold/Spiced, Palmas, Estilar• Flavored RumBacardi Limon, Bacardi O, Bacardi Razz/Berry,

Bacardi Coco• Vodka brandsGreygoose, Russian Prince Natasha• Scotch whiskey brandDewar’s White label, Black label, Signature

to be continued….• Single malt scotch whiskeyAberfeldy, Glen Deveron, Aultmore• Gin brandsBombay, Bombay sapphire, Bosford• Tequilla brandsCazadore blanco, Corzo, Camino Real• Brandy brands – Viejo Vergel• Liquor brands Get27/3, B&B

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