Emilio Bacardí Moreau, Public Servant

Emilio Bacardí Moreau, the eldest son of Bacardi founder Don Facundo Bacardí Massó, was a rare politician. In 1898, after the Spanish American War, he was appointed as Santiago’s first mayor and subsequently lauded as one who demonstrated unfailing honor and integrity.

After the revolution, the United States remained as an occupying force both to help rebuild and to provide a transitional government. Cubans were torn between a desire to see their city rebuilt and a longing for the Americans to leave so they could govern themselves. Emilio Bacardí believed that initial cooperation with the Americans would be in the best interest of Cuba. Governor Leonard Wood, the U.S. military general appointed as governor in Cuba, appointed Emilio as mayor, saying “If that man is as good at being mayor as he is at making rum, there’s no one better.”

On the night of his swearing in, Emilio met public frustration head-on by inviting a U.S. Army officer and a Cuban rebel general to join him on the balcony in front of a cheering crowd. He announced to the crowd that three parties, the U.S. government, the Cuban Army to whom they owed their freedom, and the Cuban people whom Emilio represented, stood together as partners to address the needs of Santiago citizens.

In July of 1899, Emilio relinquished the position due to conflicts with the U.S. government’s management. He ran for mayor two years later in a free election as a reformer that would restore transparency and order to government and was elected with 61% of the popular vote.

One of his first acts as mayor was to renounce half of his salary. He opened municipal job opportunities for veterans and women, giving preference to war widows. He fought for health care services for the poor, lobbied Havana for additional money to improve sanitation services, apportioned city funds to improve harbor infrastructure in anticipation of the Panama Canal completion, extended electricity to the majority of the city, and built and improved roads. He championed the arts, building a museum that would later carry his name, constructing libraries, fostering a City Symphony, and founding the Municipal Academy of Fine Arts.

Through it all, he remained the consummate Cuban patriot, taking every opportunity to honor Cuban Army veterans as well as the families of the fallen. One of his proudest acts was to inaugurate the Fiesta de la Bandera, or Festival of the Flag, still traditionally held on New Year’s Eve. As the local church bells struck twelve on December 31, 1901, Emilio hoisted an enormous 25-foot flag, commissioned by local residents for the occasion. It was the first time the Cuban flag had ever flown over city hall.

During two terms spanning nearly six years, Emilio Bacardí earned a place in the hearts of the citizens and the title of “Santiago’s Favorite Son,” awarded by city Hall in 1906 in recognition for his tireless work on behalf of the city.

Good Spirited – A Bacardi Limited Sustainable Business Tradition

In the early 1850s, the Caribbean was awash in sugarcane molasses, a commodity so popular that sugarcane plantations sprung up all over the New World to cater to the world’s sweet tooth. In response to a challenge from the Spanish government to cut down on surplus molasses, Don Facundo Bacardí Massó opened his first rum distillery in Santiago, Cuba, on February 4, 1862.As a key part of his enterprise, Bacardi reused whiskey barrels for the aging of his company’s spirits.

From the very beginning, Bacardi has been mindful of sustainable business practices. The tradition continued until 2006, when the company formally began tracking its own use of resources. Bacardi made significant headway toward reducing waste, streamlining processes, and encouraging humane practices among its many suppliers. In just a few years, Bacardi scaled down water use in its facilities by 54 percent worldwide and reduced energy consumption by a quarter.

Today, the great success of the Bacardi Limited sustainability efforts has inspired the Company to unveil a new initiative called “Good Spirited: Building a Sustainable Future.” The innovative new plan, announced on the 152nd anniversary of the company’s founding, sets further goals for the company and names a number of specific targets for the coming decade.

For instance, by 2017 Bacardi aims to ensure that 40 percent of its sugarcane originates from certified sustainable sources. The company has already begun working toward this goal as a founding member of Bonsucro, which encourages socially and environmentally responsible sugarcane production throughout the world.

In addition, Bacardi plans to reduce packaging by 10 percent by 2017. As a result, the company will not only use less material in its products, but will also improve fuel efficiency during shipping. Furthermore, the company plans to reduce water consumption by an additional 55 percent beyond the gains it has already made in recent years. The company will also decrease greenhouse gas emissions by half and pursue many other sustainability targets.

The goals of Bacardi’s “Good Spirited” campaign are ambitious. By aiming high, Bacardi is charting a course toward responsible use of resources and truly sustainable business.

Bacardi Limited Leads the Industry with Innovative “Good Spirited” Initiative

Bacardi Limited unveiled its latest initiative, “Good Spirited: Building a Sustainable Future” on February 4, 2014. Through this campaign, the world’s largest privately owned spirits company has outlined a set of ambitious goals for environmentally and socially responsible business practices in the coming decade.

With this announcement, Bacardi continues a century-and-a-half long tradition of promoting sensible, sustainable enterprise. From its first repurposed whiskey barrels used to age its rum 152 years ago to the latest innovations to its facility that have reduced its worldwide water use by 54 percent over just the last seven years, Bacardi has had a rich history of balancing business success with corporate responsibility.

To date, Bacardi’s efforts have earned it global recognition. Unique among major spirits companies, Bacardi Limited has earned “triple crown” status for quality, health, safety, and the environment from the leading standards organizations Occupational Safety & Health Advisory Services (OSHAS) and the International Organization for Standardization (ISO).

Bacardi’s “Good Spirited” initiative outlines a long-term plan to continue the company’s progress toward sustainability. The program focuses on three major areas:

– Responsible sourcing. At Bacardi Limited, a major goal is to ensure that partners in all of its brand supply chains conduct business in a socially and environmentally conscious manner. In a first for the industry, the company will produce 100 percent of its BACARDÍ premium rums using material from sustainable-certified suppliers.

– Global packaging. Bacardi Limited has pledged to utilize innovative eco-designs in all of its point-of-sale materials and brand packaging in order to reduce the consumption of raw resources.

– Operational efficiencies. In an effort to decrease production waste, Bacardi Limited has committed to reducing water usage by 55 percent and greenhouse gas emissions by 50 percent by 2017. The company will also streamline operations at all production facilities to completely eliminate landfill waste by 2022.

Through its “Good Spirited” campaign, Bacardi Limited has staked out a corporate leadership position. By creating a sustainable business model based on proven operational innovations learned over the last several years, Bacardi Limited aims to prove the economic viability of growing responsible partnerships and utilizing resources in a beneficial manner.

How BACARDÍ Rum Came to Be

Don Facundo Bacardí Massó had lost much due to the devastating earthquake of 1852 in Santiago de Cuba. Two of his children perished in the resulting cholera epidemic, and after removing his family to Spain for safety, he returned to find his business in ruin. From the ashes of this…

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The History of the Bat Logo

Fruit bats nesting in the rafters of Don Facundo Bacardí Massó’s first distillery provided the inspiration for the company’s brand logo – a logo that has endured for more than 150 years. Don Facundo’s wife Doña Amalia first suggested using the bat as the symbol for her husband’s rum. Both…

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Invention of the Daiquiri

The official birth of the daiquiri is said to have occurred around 1898 in the port town of Daiquirí, Cuba (about 20 km east of the city of Santiago de Cuba). While the daiquiri probably derives from la canchánchara, a Cuban drink made with rum, honey, and lime, its official…

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Hatuey Beer

Bacardi president Enrique Schueg determined early that Bacardi must diversify to grow. In 1920, the company purchased the Santiago Brewing Company that made Hatuey Beer, and hired German brewer George J. Friedrich to perfect the recipe. The brew won a gold medal just seven years later at the 1927 Cienfuegos…

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Bacardi Marketing: The Early Years

Bacardi’s success in the early years is owed to the innovations of its founder, Don Facundo Bacardí Massó; the different but complementary strengths of partners Emilio Bacardí, Facundo Bacardí, Jr., and Enrique Schueg; and an early understanding by these men of the importance of marketing. Fourteen years after the company’s…

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Elvira Cape Lombard

Elvira Cape Lombard was Emilio Bacardí Moreau’s second wife, mother to four of his children, a fellow collaborator in the revolution for Cuban independence, and his companion in philanthropy in their home community. They met and married in 1887 when Elvira was 25 and Emilio was still grieving the loss…

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Emilio Bacardí Moreau, Revolutionary

As a young patriot, Emilio Bacardí Moreau jumped into political activism at the age of 21. The colonial government had allowed the election of Cuban representatives to a commission that would address strained relations between the Spanish government and Cuban citizens. Emilio and his fellow activists organized a local crowd…

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