The embodiment of quality and innovation, Bacardi has been producing world-class BACARDÍ rums for more than 150 years. The company was started in a family distillery in Cuba in 1862, and since its inception, Bacardi has adapted and re-imagined its corporate brand over and over to keep the company thriving despite challenging economic and political conditions. The company has persevered through earthquakes, war, disease, and government upheaval to become the largest privately held spirits company in the world. Bacardi’s portfolio includes more than 200 brands and labels, including internationally best-selling spirits. Facundo L. Bacardi, the company’s chairman, is a fifth generation member of the namesake Bacardi family.
Bacardi’s first product was its famous light-bodied premium rum, which the Bacardi family made from a strain of yeast found in sugarcane fields in Cuba. The smooth rum soon won awards for its quality and technical innovation, and by the early 1800s rum connoisseurs were mixing BACARDÍ rum with soda, lime juice, and other ingredients to create BACARDÍ cocktails. The mixed drinks’ popularity led to the company’s growth and expansion to Europe, the United States, and Mexico. The famous BACARDÍ Libre was created in 1900 when American soldiers asked for a mixture of BACARDÍ rum and Coca-Cola to celebrate their victory in the Spanish-American War and toast to a free Cuba. Today, Bacardi continues to celebrate its heritage and modern creativity with the annual BACARDÍ Legacy Cocktail Competition, where the best bartenders in the world compete to create a BACARDÍ rum drink that will become a genuine classic.
Bacardi recently celebrated its 150th anniversary in 2012 and continues to expand into emerging markets in the Middle East, Africa, South Asia, China, and Eastern Europe. The company also launched new initiatives that reflect the global market and maintain the company’s long-held business practices of fair treatment of employees and generosity to the community. Bacardi’s commitment to responsible drinking is central to all of its advertising campaigns, and the company recently unveiled its ambitious “Good Spirited” initiative to reach its goal of a net zero environmental impact. Continuing with Don Facundo Bacardí Massó’s commitment to serving the community, Bacardi supports local programs benefiting arts and culture, education, the environment, and health and social services and promotes an annual Corporate Responsibility Month in which employees worldwide contribute thousands of hours of volunteer time to their communities.