For 150 years Bacardi has brought people together like NO OTHER BRAND, NO OTHER COMPANY, NO OTHER FAMILY.
SPECIAL
EDITION
SPECIAL SECTION FROM FEBRUARY 3, 2012, ISSUE OF THE BERMUDA SUN BACARDI AND THE BAT DEVICE ARE REGISTERED TRADEMARKS OF BACARDI & COMPANY LIMITED
BDA Premium Spirits
CONTENTS 6 8
Legacy of a Premium Company
23 24
Celebrating 150 years in 2012
Scott M Northcutt
Senior Vice President, Human Resources, Bacardi Limited
Stewart Gurr
Managing Director — Bermuda Office, Bacardi International Limited
Facundo L Bacardi
11 PUBLISHER Randy French PRESIDENT Lisa Beauchamp EDITORIAL Amanda Dale LAYOUT Christina White ADVERTISING SALES Carlita Burgess Olga French, Diane Gilbert, Claire James DISTRIBUTION Nick Tavares With thanks to Clara Fay at Bacardi and Rhona Emmerson at AAC Saatchi & Saatchi. Bermuda Sun 19 Elliott Street, Hamilton, Bermuda HM 10 Tel 295-3902 Fax 292-5597 This special supplement is produced and published by Bermuda Sun Limited and printed in Bermuda by Island Press Limited.
Chairman of the Board, Bacardi Limited
The legend of El Coco Séamus McBride
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Bacardi Contributions
Bacardi Principles & Values
Bacardi Limited Scholarships & Education
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President & Chief Executive Officer, Bacardi Limited
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BACARDI Key Facts & Figures
26 27
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BACARDI Vintage Advertising
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17 20 22
Medals & Awards Honoring BACARDI BACARDI Signature Cocktails
30 32
Social Responsibility
Bacardi Limited Long Service Employees mplo mp loye yees es
Ron BACARDI, Ron BACA BA CARD RDII, de M Mae aest stro ross de R Ron on,, Maestros Ron, Vintage: Vint Vi ntag age: e: M MMX MMXII MXII II
BACARDI Bat History
The Bermuda Sun publishes twice weekly and is a subsidiary of MediaHouse Limited. We are members of the Inland Press Association, International Newspaper Marketing Association and the Newspaper Association of America. We are located at: 19 Elliott Street, Hamilton HM 10; P.O. Box HM 1241, Hamilton HM FX Tel: 295-3902 Fax: 292-5597. Visit our website: www.bermudasun.bm
the ful to ct or s s e c rodu s suc ess i vides a p appiness n i s “A bu at it pro utes to h i trib tmihaly t th sikszen C exten that con ms.” ly a Mih r ce servi of its fo l in al
Happy, Happy 150th Anniversary, BACARDI Thank you for all you have done for the community of Bermuda. You are an inspiration to all of us.
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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of a Premium Company
Don Facundo Bacardí Massó 1814 - 1887
Emilio Bacardí Moreau 1844 - 1922
On February 4th 1862, Don Facundo Bacardí Massó purchased the first BACARDI rum distillery for the price of 3,500 pesos and forever changed the production of rum. The distillery was situated on El Matadero Street in the colonial town of Santiago de Cuba. Today the headquarters for the Bacardi Company resides in Hamilton, Bermuda. Its building is a testament to the superior quality of the world’s great rum - BACARDI. The symbol of the Bacardi Company, the Bat Device, was coined in 1862 when Don Facundo’s wife suggested its adoption as the trademark for his new rums. During this time a graphic mark was essential for his rums to become identifiable and sell. In Cuba, bats had great local significance. They were thought to bring good health, fortune and and familyunity. Don Facundo’s rums quickly becamee known as ‘El Ron del Murcielago’ or the ‘Rum of the Bat.’ Successive generations of his descendants have continued in Don Facundo’s innovative spirit. New expressions of his formula have been blended d to create new products. From dark aged sipping rums to flavoured rums, the versatility of Don Facundo’s creations have propelled his mark to the most awarded rum brand in the world. It is founder Don Facundo Bacardí Massó who invented the spirits category of rum as we know it today. After more than ninety-eight years operating as a Cuban company with distilleries in Cuba, Mexico and Puerto Rico, Company Chairman José ‘Pepín’ Bosch, fearing the intervention by Cuban Dictator Fulgencio Batista, created a successor company to Compañía Ron Bacardi
Facundo Bacardí Moreau 1848 - 1926
Enrique Schueg Chassin 1862 - 1949
S.A., in Nassau, the Bahamas. Then, on October 14th 1960, 22 months after the triumph of the Cuban revolution, the Company’s Cuban assets were illegally confiscated by Cuba’s totalitarian regime. With the successor company in the Bahamas, Pepín Bosch communicated to the Company’s distributors: “the assets of Compañía Ron Bacardi have been confiscated. But only in Cuba… We are not finished elsewhere. We are still alive.” Operating as five different companies, Bacardi y Compañía S.A. de C.V. (Mexico), Bacardi Corporation (Puerto Rico), Bacardi Imports, Inc. (United States of America), Bacardi & Company Limited and Bacardi International Limited (the Bahamas), the Company for the the next thirty years continued to expand. Bacardi International I Limited was responsible for opening the Company’s first subsidiary in Recife, Brazil in 1961. In 1965, under the direction of Joaquín Bacardí, Bacardi International Limited moved from the Bahamas B to Bermuda. Bermuda became the hub for Pepín Bosch’s rapid expansion of the Company. With its production unit in Brazil, Bacardi International Limited opened offices in London and Sydney and routed rum produced from Mexico, Puerto Rico, Brazil and the Bahamas to more than 100 different countries and territories. With the growth of the Company came the need for a permanent home. World-renowned Bauhaus Architect Ludwig Mies van der Rohe originally conceived plans for the new offices for Bacardi International Limited in
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Bacardi is founded by Don Facundo Bacardí Massó in Santiago de Cuba.
BACARDI rum is appointed “Purveyors to the Royal Spanish Household.”
In Daiquirí, Cuba, American mining engineer Jennings S. Cox originates the Daiquirí cocktail with BACARDI rum.
The world’s first Cuba Libre is created when BACARDI rum and Coca-Cola® are mixed with lime to celebrate the end of the Spanish-American War in Cuba.
Bacardi becomes Cuba’s first multi-national company by opening operations in Spain. BACARDI rum is bottled outside Cuba for the first time in Barcelona, Spain.
Prohibition becomes law in the United States and Americans flock to Cuba to drink and enjoy BACARDI rum.
The iconic Edificio Bacardi opens in Havana and celebrities frequent its art deco bar.
Bacardi establishes facilities in Mexico and Puerto Rico.
In a landmark consumer rights court case, the New York Supreme Court declares: “A BACARDI cocktail must be made with BACARDI rum.”
Bacardi establishes an imports company in New York City to supply the United States market.
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BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
Hamilton, Bermuda in Santiago de Cuba in 1957. These plans were originally intended for a building that was to mark the centennial anniversary of the Cuban company. Construction was suspended due to the Cuban revolution. After two years of work on the centennial building, Mies van der Rohe submitted his drawings to Pepín Bosch. The building was to have glass on all four sides, with the office set in a single, ground level platform, and the roof was to overhang the building and appear to be floating. The building design won wide acclaim and was hailed in several architectural journals around the world, including Architectural Forum. When it came time to start planning the Bermuda building, Mies van der Rohe was in poor health so the commission to build the building was given to Ricardo Eguilior, an exiled Cuban architect who had been associated with Bacardi for more than 25 years. Eguilior’s original design called for a five-story office building. However, Pepín Bosch decided that he could fulfill his desire to build a unique one level office that was open and spacious. “Bacardi hopes that the building they have produced is something worthwhile to Bermuda and its friends all over the world,” Pepín Bosch said.
Centennial Building Plan designed by Ludwig Mies van der Rohe
In 1972 construction finished and the building was inaugurated in grand Bacardi style. More than 300 guests including both family and executives flew in from forty-six different countries. What they found was a building with international flavour. Each office represented each one of the areas of the world where BACARDI rum was based with custom hand-woven carpets by Lord & Adams / V’Soske in Puerto Rico suggesting a design indigenous to that area. The lighting in the building was a mixture of contemporary and traditional. The most striking examples are the two three-tier “Dutch” chandeliers, finished in old brass and featuring 36 lights. However, the lighting field for the ceiling of the general office was of modern concept and contemporary design expressing a historic theme. Superimposed over the ceiling light field were several “Plexiglas crystal Luna cubes” that look like stars amid a
field of blue. These “Luna cubes” were placed in position to recreate the position of the constellations as they appeared in the skies over Santiago de Cuba on the night of February 4th, 1862, the date upon which Bacardi was founded by Don Facundo Bacardí Massó. At the front of the building was a huge hand-painted mural of a typical Cuban landscape by exiled Cuban artist Felix Ramos. The mural measures 37 feet by 16 feet 6 inches and was enclosed in a frame of white Italian marble. The building itself employed a highly sophisticated method of constructing sidewalls of solid glass; the Bacardi Building was rectangular in shape with each of its four straight-line structural walls of clear glass. It was one of the earliest buildings in the world to have four walls made from tempered glass. Support for the roof, which overhangs a terrace that surrounds the building, came from eight columns and 28 foot steel trusses cantilevered out from the building core. Of the 79,000 square feet of the building site, 44,500 was left unoccupied, to be devoted to gardens and lawn. A fountain was also designed as a visual gift to the people and visitors to Bermuda. The main feature of the fountain was a 50-foot cascade that formed a backdrop for the reflecting pool. Eguilior, believed; “Bermuda is a place of blue skies, beautiful flowers, bright sunshine and attractive people. Most buildings in Bermuda have small windows, thick walls and low ceilings that close out much of the outside. But this building, with 20 foot side walls of clear glass, puts Bermuda on display, the way it should always be.” The design for the Bacardi headquarters building was used for
the National Gallery in Berlin. “Structurally and spatially the museum bears an obvious resemblance to the Bacardi office building that was never built in Santiago de Cuba. Although the museum’s structure is larger, and of steel versus reinforced concrete for the Bacardi building, both have square plans.” For the next twenty years the Company continued to expand and opened distilleries in Canada, Spain,
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Puerto Rico’s governor christens the new BACARDI distillery as the “Cathedral of Rum.”
Bacardi operations in Cuba are illegally confiscated.
Bacardi starts production in a new facility in Brazil.
Bacardi opens a distillery in Nassau, The Bahamas.
Inauguration of Bacardi building in Bermuda based on the design of world renowned architect Ludwig Mies van der Rohe.
BACARDI rum becomes the number one premium distilled spirits brand in the United States with more than 7 million 9-litre cases sold.
BACARDI rum recognizes worldwide sales close to 16 million 9-litre cases making it the world’s number one selling premium spirit brand.
BACARDI celebrates the production of its 200 millionth 9-litre case of rum since being exiled from Cuba in 1960.
Bacardi launches BACARDI BREEZER in the United States.
Bacardi Limited is formed, unifying five separate strategic operating units of the Company.
Bacardi continues its operations from four other countries: United States, Mexico, Puerto Rico, and The Bahamas.
Global marketing and trading company, Bacardi International Limited, relocates from the Bahamas to Bermuda.
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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Panama, Venezuela and Martinique, acquired a distribution company in Germany and opened a joint venture in the United Kingdom. Then, in 1992, the Company took one of the most momentous steps in its history. The five separate Bacardi companies were consolidated into Bacardi International Limited and the Company was renamed Bacardi Limited. After more than thirty years as an exiled corporation the Bacardi company had a new home. The building in Bermuda, intended for the Company’s headquarters in Santiago, became the centrepiece for the Company’s most momentous decision. Shortly after consolidation the Company decided to purchase the remaining stake in the Martini & Rossi Group of companies. Instantly the Bacardi Limited world organization doubled in size by adding more than 200 brands and labels to its one brand portfolio. In addition to regional brands such as ERISTOFF vodka, WILLIAM LAWSON’S Scotch whisky, NOILLY PRAT vermouth and BÉNÉDICTINE liqueur, the Company added MARTINI
vermouth, the world-leader in vermouth, to its portfolio. Later other brands such as DEWAR’S Scotch whisky, the top-selling blended Scotch whisky in the United States; BOMBAY SAPPHIRE gin, the top valued and fastestgrowing premium gin in the world; CAZADORES tequila, the #1 premium tequila in Mexico and top selling premium tequila in U.S.; and GREY GOOSE vodka, the world-leader in super premium vodka, were added to the Company. While the Bacardi building has undergone two major renovations since its inauguration in 1972, its essential character remains the same. From the building’s symmetry to its majestic fountain intended as a visual gift to the people of Bermuda, the building remains the Company’s most enduring link to its heritage and birthplace of Santiago de Cuba. Its trademark, today proudly displayed in its entrance hall, is a symbol of the Bacardí family’s long-standing commitment to the people of Bermuda who more than 45 years ago welcomed this corporation to their pristine shores.
Celebrating 150 Years Just how will one of the largest and most famous spirits companies in the world celebrate its 150th birthday? Bacardi intends to celebrate throughout 2012, with parties around the globe bringing people together in the spirit of its iconic brand. s DAYS BEFORE &EBRUARY "ACARDI LAUNCHED its ONE Bacardi: Countdown Clock and distributed calendar timelines throughout its offices. s !NNIVERSARY CONTESTS WERE INITIATED AMONG EMPLOYEES TO
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Bacardi finalizes the acquisition of General Beverage, owner of the MARTINI & ROSSI Group.
Bacardi launches BACARDI LIMÓN in the United States. The following year the launch is proclaimed by the industry as: “The most successful new spirit launch of all time.”
Bacardi acquires DEWAR’S Scotch whisky and the BOMBAY and BOMBAY SAPPHIRE gin brands. Bacardi becomes one of the top four spirits companies in the world.
Bacardi forms an alliance with Anheuser-Busch to develop, market, and distribute BACARDI Silver, a clear malt beverage in the United States.
Bacardi acquires CAZADORES 100% blue agave tequila, a topselling premium tequila.
Bacardi opens a facility in China.
Bacardi opens the Casa BACARDI Visitor Center at the Bacardi distillery in Cataño, Puerto Rico.
Bacardi purchases GREY GOOSE vodka, the world’s number one super premium vodka.
Facundo L. Bacardi, greatgreat grandson of the Company founder, becomes chairman of the board of directors of Bacardi Limited.
Bacardi purchases a stake in LEBLON Cachaça, an ultra-premium luxury spirit from Brazil and the most awardwinning cachaça in the market.
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BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
raise excitement, and to showcase Bacardi’s heritage and the iconic BACARDI Rum brand. s )N THE ANNUAL "!#!2$) 'LOBAL ,EGACY #OCKTAIL Competition, mixologists from 25 countries have been challenged to invent a cocktail reflecting BACARDI’s heritage. The final will take place on February 20 in Puerto Rico — home to the largest BACARDI rum facility in the world. s 4HE "!#!2$) 2UM BRAND TEAM IS ORGANIZING "!#!2$) birthday parties in major cities around the world. The first one takes place in Berlin, Germany, on January 28. It will be attended by 600 guests who will celebrate with iconic BACARDI cocktails. The birthday celebrations will then sweep through Europe, Africa, the Middle East, Russia, Asia and the Americas. On February 4, Rolling Stone Magazine will host a 150th birthday party for BACARDI in Indianapolis, US, as part of the magazine’s Super Bowl weekend festivities. s %VERY COMPANY OFlCE AROUND THE WORLD WILL ALSO STAGE a party for employees, on or around February 4 — Founders Day, with commemorative gifts. Party themes will reflect key eras in the Bacardi story, such as Prohibition, Roaring Twenties and Tropicana Nights. s 4HE "ACARDI FAMILY MEMBERS AROUND PEOPLE — will gather in the Caribbean for a private gala with fireworks on February 4. s )N "ERMUDA "ACARDI WILL HOLD A BLACK TIE TH Anniversary Banquet on February 11 at Rosewood Tucker’s Point. The party theme is ‘ERAS’ reflecting the company’s history: 1860–1910 Bacardi Beginnings;
1910–1960 Expansion/Big Parties; and 19602012 Extraordinary Company Growth. s "ACARDI OFlCES AROUND THE WORLD WILL DEDICATE A MONTH to volunteering in the community in May — Corporate Responsibility Month. s #ONSUMERS CAN JOIN THE PARTY THROUGH ANNIVERSARY events, BACARDI party packs and commemorative clothing. Promotions and competitions will offer the chance to win apparel featuring vintage advertising images. Bacardi’s Facebook fans will have the chance to win 1/150 BACARDI Party Crates. s 4HE COMPANY AND ITS "!#!2$) 2UM BRAND WILL BE featured in National Geographic Channel’s Ultimate Factories series in 166 countries. s ! SPECIAL ANNIVERSARY RUM HAS BEEN CREATED IN A LIMITED edition of just 1,000 bottles, priced $2,000. Ron BACARDI, de Maestros de Ron, Vintage: MMXII has been blended by eight of the 10 living former Maestros de Ron (Master Blenders), all Bacardí family members. Each crystal decanter is individually finished and numbered. Only 400 will be made available to the public, in premium retail establishments and select Ron BACARDI, de Maestros de Ron, Vintage: MMXII airports. The other 600 decanters will be given to family members. s )N $ECEMBER A TIME CAPSULE WILL BE CREATED AT THE company’s global headquarters in Bermuda. Bacardi offices around the world will provide the material for the installation.
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Michael Schumacher, becomes the first-ever Bacardi Limited Social Responsibility Ambassador, when the Company launches is social responsibility campaign “Champions Drink Responsibly.”
Bacardi announces an agreement to purchase a significant minority stake in the parent company of Patrón® tequila.
Bacardi Limited announces Séamus McBride as its new president and chief executive officer.
Bacardi Limited achieves “Triple Crown” certification and leads the industry as the only major spirits company in the world to have all its facilities globally certified.
Bacardi Corporation unveils the largest wind turbine installation in Puerto Rico designed to harness natural wind energy to help power Bacardi’s top global distillery near San Juan.
BACARDI rum is awarded the International High Quality Trophy for BACARDI Gold, BACARDI 8, and BACARDI Reserva Limitada by the prestigious Monde Selection® International Institute for Quality Selections.
Rafael Nadal, becomes the new Bacardi Limited Social Responsibility Ambassador and face of the award-winning “Champions Drink Responsibly” international campaign.
The Original BACARDI Cuba Libre celebrates its 111th anniversary. The Cuba Libre, a BACARDI & Cola, is the number one cocktail in the world with more than 6 million ordered every day around the world.
BACARDI OakHeart, a spiced rum specialty, launches.
On February 4, the Company and BACARDI rum celebrates their 150th anniversary – an extraordinary milestone few companies reach.
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER R
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Facundo L. Bacardi Chairman of the Board, Bacardi Limited ®
T
acundo L. Bacardi is the great-greatgrandson of company founder Don Facundo Bacardí Massó and was appointed Chairman of the Board in 2005.
Q: How do you feel the company has changed since its founding in 1862 by your great-greatgrandfather? “In many ways the company has seen dramatic changes. Bacardi has grown from a company with one brand, BACARDI rum, into the largest privately-held spirits company in the world, with a portfolio of iconic global drinks brands. “In some ways the company hasn’t changed. Bacardi remains a vibrant family business that for 150 years has maintained an unrivalled reputation for expertise, innovation and quality.” Q: What do you think Don Facundo would have thought of it all — the growth from his El Matadero Street distillery to Bacardi becoming one of the biggest brands in the world? “He would be immensely proud of what his family has achieved, and particularly proud that the passion, dynamism and entrepreneurial spirit he first demonstrated 150 years ago have been key to our
‘El Coco’ One of the most fascinating stories in the history of Bacardi is the legend of ‘El Coco’. ‘El Coco’ was a coconut palm planted by Facundo
success, through generations of his family, and continue to be to this day. “Our 150-year history has not been without its challenges. To not only survive, but to flourish against a backdrop of war, earthquakes, epidemic disease, the Prohibition era and the Cuban revolution, is testament to the family traits passed on by Don Facundo that remain at the heart of our family.” Q: What is next for Bacardi — how will it approach the next era in its history? “Our well-deserved reputation for innovation is as strong today as it has ever been. “As stewards of a company that has been passed on for seven generations, it is crucial that we take a long-term view in all we do. “We have built a focused luxury brand portfolio with authenticity and staying power — and we look toward an even more prosperous future.” Q: As Cuba gradually opens up to the world and foreign investment, do you see an opportunity for Bacardi to return to its roots? “Our heritage and our roots are Cuban. Our iconic brand was born in Cuba, so yes, we would like to return to our roots when the time is right. “We remain proud of our Cuban heritage, and have supported the Cuban people in times of need as the company did from its founding in 1862. “We look forward to a time when we can return and reinvest in our homeland.”
B aca Moreau on Bacardí the day d his father, the Don Facundo Bacardí Don Mas purchased Massó, th first distillery, on the Feb February 4, 1862. As the palm ttree re took root at tthe th h small tin-roofed b u building in Santiago d e Cuba it came de to symbolize the birth of the world’s first premium p white rum rum. Over the decades ‘El Coco’ flourished through all weathers and natural disasters. It also survived the distillery’s expansion, when the building was built around it. But after the Cuban Revolution overthrew Fulgencio
Q: What do you feel your great-great-grandfather Don Facundo’s legacy is? “Don Facundo revolutionized the spirits world when he created BACARDI Superior Rum — the world’s first premium light-bodied rum. “BACARDI Rum was so innovative it inspired early cocktail pioneers to create a whole new genre of cocktails that were crisp, light and with a fresh taste. “These BACARDI cocktails date back more than a century but they will live forever.” Q: Which achievements in the past 150 years do you feel he would be most proud of? “The Company’s transformation from humble beginnings to the largest privately-held spirits company in the world is an incredible achievement and would, I’m sure, make Don Facundo feel very proud. “The revolutionary rum that he created is now the world’s favourite and best-selling rum. “You can imagine what that means to me personally and the pride that I feel as we continue to receive awards for the quality of our taste and the innovations that we are making today, by pursuing the same philosophy as Don Facundo and his ancestors. “He would be proud of the fact that Bacardi as a family, company and a brand has brought enjoyment to billions of people around the world with its revolutionary rum and the delicious tasting cocktails it has inspired for the last 150 years.”
Batista on January 1, 1959, ‘El Coco’ started to wither and die. On October 14, 1960, six months after the palm tree died, the government seized Compañia Ron Bacardí SA’s assets. The penniless family fled in exile, but fortunately the Bacardi trademarks and formulas were safe outside the country. Gradually the family rebuilt the company and today it is the largest privately-held spirits company in the world, operating 27 production facilities in 16 countries. ‘El Coco’ remains an enduring symbol of Bacardi’s heritage and survival. It is also a
mascot for good fortune and is the emblem for the company’s core value of Caring. Every time Bacardi moves to a new premise, a coconut palm is added to the grounds. Decanters containing the 150th anniversary Ron BACARDI, de Maestros de Ron, Vintage: MMXII also feature ‘El Coco’. A palm design is engraved onto the stopper.
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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What does the word ‘Bacardi’ mean to you? “It means the wonderful, iconic brand BACARDI, which is available in almost every bar in the world. It means the company, which has a whole stable of market-leading brands. And it means the family, who still own the business after 150 years. Those are all very special things.”
Séamus McBride
President & Chief Executive Officer, Bacardi Limited ®
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ystery, possibility and bringing people together — these are the characteristics of the BACARDI brand. Reflecting on the 150-year history of the premium rum, Séamus McBride, President and CEO of Bacardi Limited, said: “Our legacy is one of survival, having survived floods, fires and hurricanes in Cuba since 1862, and then having to leave Cuba in 1960, when the revolutionary government seized the company’s assets. “The family left the island penniless and bankrupt, but then proceeded to restart the company from the Caribbean and around the world. “That’s one of the reasons why Bacardi has become so famous.” Today, 19 family members are still involved in the day-to-day running of the business. Mr McBride said: “BACARDI Rum is a brand of unique quality, and the key ingredient to many of the great cocktails of the world. “Consumers think of BACARDI as something a little bit mysterious and which creates possibilities. It brings people together and is the basis of
a great party.” Mr. McBride was appointed President and CEO of Bacardi Limited in 2008, after 30 years experience in the consumer goods industry, including 23 years at Colgate-Palmolive. Asked what sets Bacardi apart, Mr McBride said: “We feel Bacardi as a company is very special. We live with the values of Passion, Excellence, Trust and Caring, which come from the company’s heritage. Our employees live those values each and every day. “We also have a commitment to the communities in which we work. This includes support for campaigns such as Elton John’s AIDS Foundation (EJAF) and Habitat for Humanity. “We’ve been leading corporate responsibility initiatives right back to the 1930s in Mexico, when we asked people to drink responsibly. “The BACARDI brand is underpinned by innovation. The famous BACARDI white rum was itself a launch of innovation, a new way to distill and filtrate the dark, thick rum which was so popular with sailors around the world.” Mr. McBride said the launch of BACARDI OakHeart in 26 countries last year was a continuation of this spirit of innovation.
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BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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As Bacardi enters its next era, Mr McBride said the business would focus on brand consolidation. “This is a very exciting time in the history of the company,” he said. “And we will continue doing what we’ve done so successfully for the past 150 years. “We enjoy a portfolio of providence with our unique stable of leading brands. “We see consolidation in terms of the brand-owner side and in the distributors who are our key partners in getting our products to market. We see that successful relationship continuing. “We have also been extremely
Mural painted by Cuban Artist Felix Ramos in 1972 for the inauguration of the Bacardi Building on Pitts Bay Road in Bermuda. Measures 37 ft x 16 ft.
Stewart Gurr, Minister of Business Development & Tourism Wayne Furbert, and Séamus McBride enjoying an Original BACARDI Cuba Libre after the Bacardi 150th Anniversary congratulatory speech.
successful with acquisition, starting with Martini & Rossi, which gave us a global footprint and huge presence in Europe. “We have a fabulous and famous portfolio of leading brands but don’t yet have the perfect portfolio. There are gaps we would like to fill if the opportunity presented itself. “We are also interested in launching new brands.” Advancement in the BRIC economies of Brazil, Russia, India and China is also a key strategy. “We see huge opportunities in emerging markets,” said Mr McBride. “Brazil, Russia, India and China are the core markets we’re expanding in, and we’ve been investing in them for many years.”
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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C O N G R A TUL ATIONS
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150 YEARS Boldly serving Bacardi in Bermuda for 40 Years! 441-295-8279
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BACARDI
Key Facts & Figures
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BACARDI & Cola is the number one cocktail in the world. More than six million are ordered every day.
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Each year, more than 240 million bottles of BACARDI rum are sold around the globe. In 1862 company founder Don Facundo Bacardí Massó sold 1,200 bottles.
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In the past 150 years, more than 12.1 billion bottles have been consumed — 2.4 billion gallons or rum.
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BACARDI rum is used in 7.2 billion cocktails each year. The world population is seven billion. If all these cocktail glasses were placed in a row, it would create a 224,000-mile-long bartop.
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It is recommended a BACARDI rum cocktail should contain six cubes of ice.
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BACARDI rums are mellowed in charred American oak barrels. If all the barrels were stacked, they would equal 676 Empire State Buildings in height.
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BACARDI rum contains a unique yeast strain that contributes to its smooth, mellow taste. This is the same strain cultivated 150 years ago.
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The Original BACARDI ‘Cuba Libre’, a rum and cola, was created at the end of the Spanish American War in 1900, when American soldiers fighting for Cuba’s freedom asked for their Coca-Cola® to be mixed with BACARDI rum. They toasted to a free Cuba, naming it the ‘Cuba Libre’.
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The original Daiquirí was created with BACARDI rum. It was created by an American engineer (Jennings S Cox) working at the Daiquirí mines in Cuba who wanted a refreshing cocktail made with the fresh limes that grew there.
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Authentic Mojitos are made with BACARDI rum, having their roots traced back for centuries in Cuba. The Mojito rose in popularity in Cuba with the creation of BACARDI, and the rum specified in the first recorded Mojito recipe is BACARDI. It was particularly popular among American tourists who flocked to Cuba during the 1930s Prohibition.
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In its 150-year history, BACARDI rum has won more than 400 awards. Not only is it the world’s top-selling rum, but also the most awarded rum.
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The Bacardi Limited portfolio includes rum, vermouth, Scotch, Cognac, brandy, vodka, gin, liquors, tequila, port, wines, malt beverages and beer. Core brands include GREY GOOSE vodka, DEWAR’S Blended Scotch whisky, BOMBAY SAPPHIRE gin, ERISTOFF vodka, CAZADORES tequila, MARTINI vermouth and BACARDI rum.
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Bacardi Limited is owned by seven generations of Bacardí family members — descendants of company founder Don Facundo Bacardí Massó.
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The year of BACARDI’s birth — 1862 — the US was divided in Civil War and Queen Victoria reigned in the UK. French artist Edouard Manet was ushering in the age of modern art while Victor Hugo published his epic novel on social injustice, Les Misérables.
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Eight family Maestros de Ron BACARDI have created a limited-edition blend of rum called Ron BACARDI, de Maestros de Ron, Vintage: MMXII, to celebrate 150 years of the family rum-making tradition. It is the most expensive BACARDI rum created, at a price of $2,000 U.S.
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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BACARDI 1910
Vintage Advertising 1930’s
1920’s
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BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
MEDALS & AWARDS HONORING BACARDI ON EVERY BOTTLE OF BACARDI RUM APPEAR EMBLEMS OF GOLD MEDALS AND THE SPANISH COAT OF ARMS AWARDED DURING THE FORMATIVE YEARS OF BUSINESS.
1876:
BACARDI rum wins its first medal in Philadelphia at the Centennial International Exposition, the first major world’s fair to be held in the United States, in celebration of the 100th anniversary of the signing of the Declaration of Independence.
1877:
BACARDI rum wins its second medal in Madrid just before founder Don Facundo retires.
1881:
BACARDI rum receives its first Cuban award in the city of Matanzas.
1888:
BACARDI rum wins its fifth medal in Barcelona.
1888:
BACARDI rum is granted the right to display the Spanish Coat of Arms on its labels as it is appointed “Purveyor to the Royal House of Spain.”
1889:
BACARDI rum is honored at the Paris Exposition. The Eiffel Tower is unveiled to commemorate the exposition.
1893:
BACARDI rum garners a medal in Chicago’s “White City” Exposition.
1895:
BACARDI rum wins a medal at the Bordeaux Fair in France.
1900:
BACARDI rum captures the top medal of the Paris Exposition.
1901:
BACARDI rum is “awarded with a medal for the exquisite quality of its insuperable products ”in Buffalo, New York, at the Pan-American Exposition.
1902:
BACARDI rum captures a medal in Charleston, South Carolina.
1904:
BACARDI rum garners the international jury gold award at the 1904 St. Louis World’s Fair.
1911:
BACARDI is presented with the top prize at the Gran Certamen Habanero in Havana, Cuba.
1915:
BACARDI rum ggarners an award at the Panama-Pacific International Exposition p in San Francisco.
Astonishing and sustained success in the years to come would prove BACARDI rum was worthy of these accolades and medals dals – and many more. Today, BACARDI rum is the world’s best-selling and most-awa most-awarded rum. BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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BACARDI 1862
Signature Cocktails
Authentic BACARDI Mojito
The predecessor of the Mojito Cocktail, the Draque, was invented by Richard Drake to combat scurvy. The aguardiente used in the Draque was harsh so when a smoother rum became available the switch was natural: the Draque became the Mojito and BACARDI, the world’s first clear rum, was there! It is not a coincidence that the first Mojito recipes written in cocktail books specify BACARDI as the rum brand for this Cuban classic.
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1898
Original BACARDI Daiquirí
The Daiquirí Cocktail was invented with BACARDI rum by Jennings Stockton Cox at the Daiquirí Mines outside Santiago de Cuba. It was given its name at the Hotel Venus and its recipe was transported to the Army and Navy Club in Washington D.C. by Lucius Johnston from where it gained international fame.
1900
Original BACARDI Cuba Libre
Starting as a substitute for coffee and a mixture of brown sugar and water, the Cuba Libre was originated with BACARDI & Coke at the American Bar in Havana between Consulado y Prado in August of 1900. Coca-Cola® first arrived to Cuba in 1899 when Warren Candler, brother to Coca-Cola® President Asa Candler, moved to Havana.
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BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
1917
BACARDI Cocktail
The BACARDI Cocktail was originally the same as the Daiquirí, containing BACARDI rum, lime juice and sugar. The Grenadine version of the BACARDI Cocktail originated in the United States and its recipe was first published in Recipes and Mixed Drinks by Hugo Ensslin in 1917.
1922
BACARDI Piña Colada
Originated with BACARDI rum in Havana, Cuba in 1922, Travel Magazine writes; “But best of all is a piña colada, the juice of a perfectly ripe pineapple – a delicious drink in itself – rapidly shaken up with ice, sugar, lime and BACARDI rum in delicate proportions. What could be more luscious, more mellow and more fragrant?”.
150
The official Bacardi
th Anniversaryy cocktail: cocktail:
The Original BACARDI
Cuba Libre The Original BACARDI Cuba Libre dates back to the Spanish-American War, when American forces such as Colonel Theodore Roosevelt’s ‘Rough Riders’ fought for Cuba’s independence from Spain. The Americans introduced Coca-Cola® to Cuba and it soon became a popular beverage among Cubans. In August 1900, while celebrating victory at the American Bar in Havana, Captain Russell of the United States Army Signal Corps, ordered a BACARDI Rum and coke, served with a wedge of fresh lime. This new combination sparked interest
from his fellow soldiers and soon the entire bar ar was drinking one. The Captain proposed a toast, “¡Por Cuba libre!”, in celebration of a free Cuba. The words ‘Cuba libre’ had a special political significance, and it seemed natural that the Americans applied this popular slogan to a drink. The name caught on quickly, and the cocktail remains popular to this day, with six million Original BACARDI Cuba Libres enjoyed every dayy around d. the world.
ARDI Original BAC
Cuba Libre: I Rum 2 parts BACARD ola® 4 parts Coca-C s 2 lime wedge Ice cubes
ge a fresh lime wed ueeze and drop Sq . p ice to d d be an cu I Rum ass with Pour in BACARD Fill a highball gl glass with lime. e th rim ly. s, nt as ge gl ir into the bottled. St ca-Cola®, ideally with chilled Co BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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BACARDI
Bat Device Design Evolution
1890
The earliest known printed Bat Device dates to around 1890. Prior to this date, BACARDI rum was sold in barrels with a Bat burned onto the head of the barrel. During this period in our history, BACARDI was referred to as “El Ron del Murcielago” – “the Rum of the Bat.” It is written that the Bat was first registered by the Company at the Santiago de Cuba City Hall on April 12, 1862. ™
1890s
This painted version of the BACARDI Bat Device is from a Cuban oil on leather painting, inspired by the commonly used reference for BACARDI rum “El Ron del Murcielago” – “The Rum of the Bat.” It dates back to the 1890s. While it is not an official Bat Device nor was ever used on a BACARDI label, many have fallen in love with its beauty, luxurious color, fine details and exquisite history. Today, the actual painting hangs in the museum in the company’s North American headquarters in Coral Gables, Florida. ®
1900
Sometime after the Spanish American War, the Company updated the Bat Device. Its wings became broader and more outstretched. A foot label was added underneath the main label panel showing medals and the Spanish Coat of Arms. This version of the Bat Device was used by the Company for 58 years and remains the longest serving Bat Device to date. ®
1931
While this Bat Device never appeared on BACARDI bottles or labels, it was used as a variation of the 1900 Bat Device. The earliest known registration of this Bat Device is from1931. Encircled in gold, as opposed to the classic back, a more refined Bat is showcased along with the brand name and the trademark wording. This beautiful Bat was used in the 150th anniversary Bacardi brand logo. ®
1959
Shortly after the Cuban revolution, the brand’s labels were updated for several reasons. One of the most important reasons was trademark protection. The new Bat designed by Martin J. Ferguson from Rye, New York, was described by Company President Jose ‘Pepin’ Bosch as more ‘stylized and decorative.” ®
2002
Taking advantage of advancements in printing methods, a 3-D BACARDI Bat Device was designed with gold and black keylines around the Bat. This gold is molded to create a three-dimensional effect. The Bat itself has a nose “hole” and ear “hole.” A black vignette over the background was added as well, giving the Bat a more refined look. This Bat appeared on BACARDI bottles and labels from 2002 to 2005. ®
2005
The Bat Device was redesigned and reproportioned to reach beyond the circular red holding shape, its wings free to take flight. Freeing the Bat from its constraints reinforces the life force and energy behind its stature, while staying true to the integrity of the original symbol.
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2010
It was time to let the Bat truly fly. The Bat’s puffed-out chest, higher head and larger wingspan give it a sense of pride, confidence and masculinity. The wings and tail break free as it looks to the future with a sense of optimism form the sunlight on its face. The new Bat Device displays a greater sense of liberation and the irrepressible spirit of BACARDI. ®
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BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
What does the word ‘Bacardi’ mean to you? “When you hear the word ‘Bacardi’ it immediately makes you smile. Bacardi is about making good times great but also drinking responsibly. Social and corporate responsibility is very important to us, and our people take great pride in this.”
Scott M. Northcutt Senior Vice President, Human Resources, Bacardi Limited Passion and commitment among its employees are just two of the qualities which set Bacardi apart, according to Scott Northcutt. “Everyone you meet at Bacardi, there’s a kind of pixie dust you pick up on, because everyone is just so enthusiastic,” he said. Mr. Northcutt, Senior Vice President of Human Resources, joined Bacardi Limited in 2009 after 20 years of key leadership positions in international companies such as Walmart and DHL Express. He is now responsible for the career development and management of Bacardi staff. And, as the company celebrates its 150th anniversary, it already has an eye on the future and shaping the next generation of leaders. “Bacardi has a great heritage of taking care of people, and celebrating 150 years is an amazing feat. But how we make sure we have the leaders for tomorrow is high on the agenda,” said Mr Northcutt. Bacardi’s 2015 strategy aims to progress its staff so that eight out of every 10 managers progress from
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within the company. Staff will be able to take part in three programmes: Step Up, which gives them experience of the next role up from their current position; Talent Exchange, involving “a geographical or portfolio switch”; and Excelerator, which provides opportunities for growth. Mr Northcutt, from Kentucky, U.S., said: “We have 6,000 people but one of our goals is to be the world’s most personable company. “Our heritage brings us together. People at all levels relate to, and are part of, our heritage and family. “The fact that the company is private, and family-owned rather than by private equity, is one of the reasons why Bacardi has been around for 150 years. “It is that focus on quality. The Bacardí family name is on the bottle, and so it is not a company interested in short-term results, it is building brands for the long-term. “We also take care of our people.”
Mr. Northcutt said 12 per cent of Bacardi staff have more than 20 years’ service. “The culture of the company ties in with the heritage,” he said. “Bacardi’s history shows a long and steady commitment of taking care of its employees, and the level of long-term serving employees is evidence of that.” In addition to Caring, the company Values of Passion, Excellence and Trust are also what makes Bacardi people who they are. “In my role I meet as many of our employees as I can, so I spend a lot of time on an airplane, but wherever I go I see these values coming to life,” said Mr Northcutt. “The other part of our purpose is ‘Spirit for Life’. We want each person to define what their ‘spirit for life’ is, in terms of their purpose for being. “If we can make someone understand their ‘purpose’ and then relate that to Bacardi, then we will make the company even more successful.”
Congratulations Bacardi on 150 years of excellence BAC Group of companies is proud to provide Bacardi with Air-Conditioning and
Energy
Management
products
and services that build better indoor environments for their offices. Tel: 441-292-0881 www.bac.bm
At BAC, we believe that our employees are our most important assets and our mission is to help them secure a promising future. By supporting on-
Tel: 441-278-6238 www.ems.bm
the-job training and further education opportunities for the people who work with us, we benefit from using their knowledge and experience to provide
Tel: 441-297-3639 www.bae.bm
the best in service to our clients. At BAC Group, we know we’re building a better future for Bermuda.
Tel: 441-296-9025
AIRKOOL HOUSE % 9 MILL CREEK ROAD % PEMBROKE HM 05
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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What does the word ‘Bacardi’ mean to you? “Bacardi has always been about quality. I have enjoyed the prestige of working for a great company like this over the years. It is about the passion that people have , not only for the brand and our other great products, but passion for the organization. Its about “best in class”. I don’t think you will find anyone who works for Bacardi who isn’t Proud to be a part of our team. Managing Director - Bermuda Office,
Stewart Gurr
Bacardi International Limited ®
From teenage angler to big fish, Bermudian Stewart Gurr manages the headquarters of one of the most powerful brands in the world. “My first memory of Bacardi was entering the Bacardi Angling Tournament at the age of 16/17,” said Mr. Gurr. “I caught a record fish and remember standing on the dock of the (Fairmont) Hamilton Princess with it, back in the 1970s.” It was Mr Gurr’s first introduction to the role of the international company in local community life. And years later, he found himself working at Bacardi International Limited’s global headquarters in Pitts Bay Road — just across the road from the original site of the fishing tournament. Twenty-five years on, he is responsible for the iconic building as Managing Director of the Bermuda Office, Bacardi International Limited. Mr Gurr, from Paget, graduated from the University of Western Ontario with an IT degree and from York University, Canada, with a degree in
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business. He said: “I joined the company in 1986, in the IT department. Since then I’ve had lots of jobs but that is what is so great about Bacardi in Bermuda. There are lots of opportunities to do different things.” He has also worked in operations — now called the supply chain, and in global finance. As a global transportation manager he organized the movement of goods and inventories. This included the shipment of millions of litres of spirits from distilleries in the Caribbean to bottling plants in Europe aboard Bacardi’s own bulk tanker. He also managed plant production in Spain, Germany and the UK. The “Long Service Employee” also has responsibility for global brand protection — safeguarding Bacardi’s products and ‘intellectual property’. Mr Gurr, 52, casts a proud look over the company’s role in his home country over the last few decades. “We were one of the first international companies
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
in Bermuda, and were originally seen as a bit avantgarde I think,” said the father-of-two. He explained that objections to planning permission for the Bacardi building caused it to be set “way back”. But it did not take long for the community to embrace the building as one of the island’s landmarks. Over the years the fountains have been pictured in many a wedding album. “Now we celebrate it,” said Mr. Gurr. “At Bacardi, we want to be an active participant in the whole community, to be a good corporate citizen and a role model for other companies on the island. “We’ve been here for almost 50 years and are an example of the success that Bermuda can give to international businesses. “Bermuda is Bacardi’s adopted home and we are very much about the Bermuda community.” On the 150th anniversary, Mr Gurr said: “It’s going to be very exciting. We will celebrate throughout the year around the globe. It will be a lot of fun.”
Contributions Bacardi cares about its communities and tries to be the best corporate citizen it can be. More than $500,000 is donated to projects and causes in Bermuda each year, while around the world that figure tops $4 million. The company says: “Bacardi Limited has a 150-year history of quality, excellence, ethics and social involvement. Those values were important to our founder
Don Facundo Bacardí Massó and are still today. “We are proud of our long and rich heritage of providing support focused on Environment, Education, Health and Social Services, Arts and Culture, and Disaster Relief Assistance. “We have a long-term interest in fostering healthy and vibrant communities, so when communities succeed we can also succeed as a trusted partner.”
International
Bermuda
ENVIRONMENT: In 2010 Bacardi Portugal organized ‘B-Responsible Day’. Eighty-eight employees planted 1,000 trees to offset CO2 emissions. In Puerto Rico, Bacardi helps to recover land and create arboretums through support to Fundacion Munoz Marin. In Thailand, employees have planted seedlings in eroded coastal mangroves.
In addition to its education awards and scholarships, Bacardi provides financial support to more than 70 charities each year.
EDUCATION: Bacardi USA has supported the Careers through Culinary Arts Program, which prepares students for careers in the restaurant and hospitality industry.
HEALTH AND SOCIAL SERVICES: Bacardi supports non-profit organizations and makes contributions to King Edward VII Memorial Hospital. In 2010 Bacardi committed $50,000 for three years to the Bermuda Heart Foundation, to help the charity in its goal of reducing heart disease-related deaths by 25 per cent.
HEALTH AND SOCIAL SERVICES: Bacardi Brazil funded life-saving operations for 30 children through the International Children’s Heart Foundation. Bacardi Russia helps children at the Pechora Orphanage, donating money for toys, games, school supplies, books and DVDs. ARTS AND CULTURE: In Italy, Martini & Rossi provides financial support for the restoration of Turin. DISASTER RELIEF: In 1852, Don Facundo Bacardi Masso organized food relief for the citizens of Santiago de Cuba after a series of devastating earthquakes. Since the founding of Bacardi in 1862, that philanthropy has continued through the decades. For example, in 2010 Bacardi Chile funded 30 emergency housing units in Pescadores, a fishing community destroyed by a tsunami after the 2010 earthquake. Bacardi Limited donated $50,000 to the Pan American Development Foundation (PADF) after the 2010 Haiti earthquake. It also donated pallets of relief supplies. Around the world, staff also donate their time, providing hands-on assistance to local charities and causes. Bacardi Limited states: “We encourage staff to get involved, and promote employee volunteering. We recognize this is a powerful way to make a difference — by lending our time and resources to programmes an employee feels strongly about.”
Giving back: Bacardi staff at Trunk Island in 2010, where volunteers cleared invasive trees for the Bermuda Zoological Society.
B
acardi continues to foster closer relationships with the people of Bermuda.
The company recently launched the website www.bacardiontherock.bm. This site contains information on the company’s history (‘The Bacardi Story’), recipes, and a ‘Social Scene’ section with photos and videos from Bacardisponsored events. People can also submit their own photos, giving them a personal presence on the website.
ENVIRONMENT: On November 26, 2010, 50 staff took part in a Community Giving Day, assisting the Sunshine League Children’s Home, Bermuda National Trust and the Bermuda Zoological Society (BZS).
ARTS & CULTURE: Bacardi is also a sponsor of arts, cultural events and institutions. It is currently helping to build the Bermuda Zoological Society-Bacardi Café at the Bermuda Aquarium Museum and Zoo. The company also sponsors the Bacardi Limited Biennial Exhibition of Contemporary Art, and the Bermuda Festival of The Performing Arts. SPORT: Bacardi sponsors many sporting events on the island, such as sailing, fishing and golf. Each year the company also hosts the Bacardi 8k Road Race and Walk. DISASTER RELIEF: Staff donate to disaster relief around the world. The company also provides assistance at home. In June 1990, when Bermuda was suffering a prolonged drought, Bacardi loaded its rum tanker in Canada with 700,000 gallons of fresh water and shipped this to Dockyard. The gesture prompted Premier Sir John Swan to describe Bacardi as “a superb corporate citizen”. It also inspired cartoonist Peter Woolcock to draw an amusing cartoon (pictured). Bacardi staff are keenly aware of the economic Peter Woolcock’s 1990 cartoon. conditions blighting the island. They cancelled their 2011 children’s Christmas party to donate funds “to help out the community”. CORPORATE RESPONSIBILITY WEEK: In January 2011 Bacardi launched its Corporate Responsibility Week. Each year, in the run-up to Founders Day on February 4, staff around the world organize activities for local causes. Last year, Bermuda employees helped 14 charities and raised $5,000 in two fundraising walks. Bacardi also raised $3,095 for CADA (Centre for Alcohol and Drug Abuse Prevention) at a cocktail reception. This year, to mark Bacardi’s 150th anniversary, Corporate Responsibility Week will run for an entire month, in May. EMPLOYEE CHOICE AWARDS: Each year, Bacardi Limited donates $50,000 to five Bermuda charities. The Employee Choice Awards started in 2006, the year of the company’s 40th anniversary. Staff choose five local charities from a list of 10, and the top five receive $10,000.
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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BACARDI
Values & Corporate Responsibility: From its early beginnings to one of the largest spirits companies in the world, corporate responsibility remains at the heart of Bacardi. Bacardi Limited states: “We are committed to managing our operations responsibly to benefit our people, consumers, customers, suppliers, local communities and to protect the environment.” This includes socially responsible marketing, high standards of corporate governance, responsible sourcing, philanthropy and community involvement. Bacardi sees its brands and people as key to its success. As part of its vision, the company has developed the ‘ONE Bacardi’ strategy, to unleash the potential of its staff through individuallytailored programmes. Over the next three years Bacardi will also nurture its next generation of leaders, through a 70:20:10 approach — 70 per cent on-the-job experience, 20 per cent coaching and mentoring, and 10 per cent formal, classroom training. The company identifies its purpose as ‘Spirit for Life’. Bacardi Limited says that as a guiding principle for employees, this “links to the idea that each individual has an inner spirit or drive to live their dreams and to be all that they can be”. It says: “We want the Bacardi Purpose and Values to be an integral part of our employees’ lives, informing our individual and corporate behaviour.” Stewart Gurr, Managing Director of the Bermuda Office, Bacardi International Limited, said: “We are big on social responsibility.” Bacardi sees encouraging responsible consumption of alcohol as “a strong business principle”, particularly in the marketing of its products. The company states: “Around the world we support, and are
an integral part of, trade and social organizations that combat the problems of alcohol abuse and misuse.” In Bermuda, Bacardi sponsors the CADA (Centre for Alcohol and Drug Abuse Prevention) ‘Let Us Drive’ campaign. But the principle is also one that its staff live by.
Fundraiser: Bacardi staff prepare to walk the length of the island to raise funds for CADA, during last year’s Corporate Responsibility Week. Staff are pictured with CADA chairman Anthony Santucci (centre). They completed an ‘end to end’ walk across the island, raising $2,765 for the charity.
A few years ago Mr. Gurr stopped a drunken man from driving his motorcycle home, insisting a taxi take him home instead and paying for the fare. “Everyone here really believes in the Bacardi values,” said Mr. Gurr. “We want people to enjoy our products and to have a good time, but in moderation. We believe in this message and live it.”
Our founders gave birth to our core values, successive generations enhanced them, and nearly 6,000 employees live the core values of PASSION, EXCELLENCE, TRUST and CARING with the same “Spirit for Life” since 1862.
Excellence: Beyond what is expected Passion is a powerful or compelling emotion or feeling. At Bacardi, we are passionate about our business and brands. Company President Emilio Bacardí (1844-1922) was passionate about his native city of Santiago de Cuba. Seeking his country’s liberation from Spanish rule, Emilio was twice exiled and imprisoned for anti-colonial activities. He also established Cuba’s first municipal museum and public library in his city. Today, our passion extends towards the environment. In 2009, the company increased its use of renewable fuel to 13 per cent.
Trust: True to each other Trust is the reliance on someone’s integrity and strength. Before the arrival of Enrique Schueg in 1884, the husband of Amalia Bacardí, the company was in a state of bankruptcy. The Bacardí brothers (Facundo and Emilio) entrusted him with the company’s finances. He later became President of Compañía ‘Ron Bacardi’ SA and the unofficial patriarch of the family. This trust then carried through to his successor and son-in-law José ‘Pepín’ Bosch. In 1960, when the company was exiled from Cuba, it lost many assets including its shareholder list. As chairman, Pepín had to re-divide the company among its shareholders.
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BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
Excellence is a state of superiority. At Bacardi, excellence is a part of everything we do. ‘Maestro del Ron’ Facundo M Bacardí (1848-1926) was passionate about excellence in crafting BACARDI rum and this has continued down through the generations. Today BACARDI is ‘the most Awarded Rum Brand in the World’.
Caring: In all we do Caring is looking out for someone or something. In recent years the company has publicized many acts of caring, but in the past these acts were carried out anonymously. Caring stems from founders. Emilio and Facundo Bacardí were often approached by employees and residents of Santiago de Cuba for monetary help. They would refuse assistance only to slip envelopes of cash underneath doorways at night. In 1950, Archbishop Enrique Pérez Serantes praised the charity of President Enrique Schueg, saying he “had won the love and gratitude… from the entire populous of Santiago and the province of Oriente”. Today, the company continues this tradition. It has provided aid to hurricane victims in New Orleans and Cuba, and earthquake victims in Haiti and Chile, as well as social and environmental projects around the world.
SOCIAL RESPONSIBILITY is at the heart of Bacardi values.
As the world’s largest private spirits company, with more than 200 brands and labels, Bacardi Limited is keenly aware of its corporate responsibility. Bacardi may be associated with celebration and good times, but this image is always tempered by the message to ‘Enjoy responsibly’.
And around the world, Bacardi has chosen international sports icons to drive this message of moderation home. ‘Champions Drink Responsibly’ was launched in April 2008 with Formula One champion Michael Schumacher as the first Global Social Responsibility Ambassador for Bacardi. Schumacher took part in a series of publicity events to promote the message of ‘Drinking and Driving Don’t Mix’. He also spoke about his role with Bacardi on the BBC TV show Top Gear, watched by millions of viewers worldwide. In 2008 the ‘Champions Drink Responsibly’ campaign received Best International Communication award at the European Excellence Awards. Bacardi Limited says its campaign builds on the company’s heritage since its foundation in 1862. Bacardi’s first social responsibility advertising campaign dates back to Mexico in the 1930s, with the slogan ‘Bacardi wishes to sell, but it does not want the money you should use to buy bread’.
In the 1970s, it initiated an antidrink driving campaign with the advertising slogan ‘Bacardi mixes with everything. Except driving’. Last March, Rafael Nadal became the latest Bacardi Limited Global Social Responsibility Ambassador. The winner of 10 Grand Slam titles, Nadal serves up the message of responsible drinking by telling consumers in a campaign image, “I’d always tell my friends where the line is.” In November, Bacardi Limited launched a free prize draw, giving people the chance to meet Nadal, by competing in its online ‘Ace Rafa’ virtual reality video game. At the launch of the latest ‘Champions Drink Responsibly’ campaign, Nadal said: “This campaign is really important for the people. I believe in this campaign, I believe that alcohol is part of a great party for friends, with family, but always with responsibility.” The global communications
estimated 37 million consumers. On the Bacardi Limited website www.championsdrinkresponsibly.com the company states: “The Champion’s Way exists because we care about our consumers and want them to enjoy our brands responsibly.” The website includes practical tips for a safe night out or throwing a party, and stresses the message of looking out for your friends, either by appointing a designated driver or using taxis or public transport to get home safely. In Bermuda, the company’s commitment to the principle of responsible drinking can be seen in its sponsorship of the CADA (Centre for Alcohol and Drug Abuse Prevention) ‘Let Us Drive’ campaign. Bacardi is the lead sponsor of the charity’s free late-night taxi service to adults on a Friday evening out in Hamilton. CADA launched the scheme in May 2007 to discourage drink-driving on Bermuda’s roads. The taxis are available every Friday night, from 3:15-3:45am Saturday, outside the LOM Building in Reid Street. Bacardi was the first sponsor of ‘Let Us Drive’, which has transported almost 7,000 people safely home in the past five years. Gillian Freelove-Jones, CADA’s executive director, said: “It is impossible to quantify how many lives have been saved through Bacardi Limited’s generous support and sponsorship of the ‘Let Us Drive’ service. “On behalf of the board and staff at CADA, we thank everyone at Bacardi Limited and look forward to many years of continued partnership as together we work to encourage responsible alcohol behaviour.”
Rafael Nadal is the new Global Social Responsibility Ambassador for Bacardi.
campaign encourages people to behave and act responsibly in the consumption of alcohol, by choosing the ‘Champions Way’. Since it was launched in April 2008, the message has reached an
For more information on Bacardi responsible drinking initiatives go to: www.championsdrinkresponsibly.com and www.bacardilimited.com. CADA’s website is at: www.cada.bm
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
Bacardi Limited Alana A l N. Rogers Diree Director D Dir of Human Resources, Bacardi International Limited Ba Bac ®
Education is at the heart of Bacardi’s community giving. On the 40th anniversary of Bacardi Limited in 2006, the company launched its Undergraduate Scholarship Award, to give a helping hand to Bermudians pursuing accounting careers. Alana Rogers, Director of Human Resources for Bacardi International Limited and head of the Scholarship Committee, said: “I began to talk to our CFO (chief financial officer) and corporate controller in 2005 about ways to make a difference in our community. “We talked about taking Bermudian students who expressed an interest in accounting and providing funds so they could get qualified.” The scholarship provides $20,000-a-year for four years’ and includes a paid summer placement/ internship at Bacardi for eight to 12 weeks. In 2011, Bacardi then partnered with KPMG to launch the Reciprocity Student Scholarship Programme.
Scholarships & Education
What does the word ‘Bacardi’ mean to you? “A rich heritage, commitment to the island, and recently, stability. It also means a sense of pride. It’s great to be associated with a company which gives back to the community.” This gives the student four weeks’ formal training at KPMG, while KPMG’s scholarship students are assigned to Bacardi’s finance teams for a month. Bacardi is now a recognized training facility with the American Institute of Certified Public Accountants. Mrs Rogers said: “Our goal is to see more Bermudians become qualified accountants. “We look for students who have a keen interest in not just getting the degree but also, in future growth and development. “We look for students with good academic attainment but who are also involved in the social life of their community, through extracurricular activities. “They must also show leadership skills, and we look at those students who are deserving financially, such as from single parent families. “It is giving back to the community and we
hope the students will come back to Bermuda and look seriously at Bacardi as a career option.” The first scholarship recipient, Marquis Jones, of St David’s, has now graduated from the University of Pittsburgh and is studying for Marquis Jones his Masters degree in First Bacardi Scholarship Winner accounting in California, to achieve professional status. Since 2006 Bacardi Limited has also awarded two annual Overseas Education Bursaries of $5,000 each, for two years, to Bermudian accountancy undergraduates. The company also contributes $20,000 annually to the ABIC (Association of Bermuda International Companies) Education Awards. Another $10,000 is donated to Knowledge Quest, to assist Bermudian undergraduate and graduate students in financial need. To find out more about the Bacardi scholarship and bursary awards, contact:
bdascholarships@bacardi.com
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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Bacardi Limited
Long Service Employees
Michael Maguire
What does the word ‘Bacardi’ mean to you? “It means the family, the tradition, the heritage of the company and the importance of its values, both working in the company and in the community.”
Global director, Human Resources, Bacardi Limited ®
It may be one of the largest spirits companies in the world but to many employees, Bacardi is like a family. Michael Maguire, 61, was hired by Eduardo Cutillas of the Bacardí family in 1983. The Canadian-born Certified Accountant became the corporate controller for Bacardi International Limited, the global marketing and trading arm of the business. Mr Maguire said: “Eduardo was a great man and a tremendous boss. He gave you the trust and the confidence that you can do the job. “He typified a lot of family members in that they cared for the employees. Even the biggest shareholder on the board, they were very humane and caring people. “I always remember Eduardo saying to me on the front steps of Bacardi after a few years in the job, ‘You are now part of the family’. “My wife and three children also feel that they are part of Bacardi. We feel the family members have embraced us and made us part of their family.”
Mr Maguire, a Long Service Employee, has witnessed immense growth in the business during the past 27 years. This included the 1992 restructuring when five Bacardi companies united as Bacardi Limited, and the acquisition of the Martini & Rossi Group) just a few months later. “It was a time of tremendous change for the company. It doubled in size and quadrupled in complexity,” said Mr Maguire. “Then the 1998 acquisitions of Dewar’s Scotch and Bombay Sapphire, these were exciting times again. “I was very involved in the finance side of that and the acquisitions. The company then continued to expand.” Although there is less direct family involvement in the day-to-day running of the business in 2012, Mr Maguire said the company’s values remain unchanged. “There are more professional managers now, but the values we believe in today are the same as those of the family members years ago. This gives you an
idea of the soul of the company. “Bacardi believes in caring for its employees, in a passion for the business and working to the best of your ability. “It’s about really believing in these values in your heart. “Knowing many of the family members and in that’s how they think of the employees and the brand, it gives you a great sense of the history and tradition of this company. “And that’s what this company is building on, it’s tradition and history. Bacardi rum is one of those iconic brands.” As global Director of Human Resources for Bacardi Limited, Mr Maguire is now developing the next generation of Bacardi managers and employees. “It has been very exciting to work here over the years, to watch how the company has grown,” he said. “Now it is exciting times again, to be involved in helping our people, in helping others to grow and develop into larger roles here at the company.
Congratulations to
Bacardi LinkBermuda is pleased to provide Bacardi with communications services. LinkBermuda. The trusted choice for Bermuda’s top companies.
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BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
Clara Fay Director, Marketing Analysis, Bacardi International Limited
What does the word ‘Bacardi’ mean to you? “Bacardi means company, family and brand. The word ‘Bacardi’ inspires in me a wealth of emotions, ranging from pride in what the company is, how it has grown, how I have helped to make a difference, and all the many people in the company who have inspired me to perform my best for more than 22 years.” Clara Fay joined Bacardi as a junior accountant 22 years ago, and is today responsible for public relations and marketing. Ms Fay, a Bermudian, said: “Bacardi has a unique and very rich culture, heritage, and sense of connection with its larger family of employees — La Gran Familia. “The calibre of people that are drawn into Bacardi possess an incredible passion for excellence and high performance that creates an energizing, yet well-balanced, environment in which to work. The people that I have worked with around the world have been amazing. “Bacardi also places great value on helping to make communities vibrant and lively, wherever Bacardi employees live and play.”
Michelle R Trott
Ronald Stan
Director of International Benefits, Bacardi Limited
Director of Global IT Security, Bacardi Limited
What does the word ‘Bacardi’ mean to you? “It embodies family and a zest for life — that family spirit, and having a good time, but responsibly.”
What does the word ‘Bacardi’ mean to you? “To me, Bacardi means family, friendship, spirit for life, uncompromising quality and passion for everything you do.”
Michelle Trott joined Bacardi in 1981 and is now in her 31st year of service. As Director of International Benefits for Bacardi Limited, she administers pension plans and other schemes. “Bacardi is a great place to work,” said Mrs Trott. “It has always been a very close-knit family company, we’ve always looked out for each other. “Over the years I’ve seen a lot of compassion shown to staff members in difficult circumstances.” Mrs Trott, a Canadian, said: “We were probably one of the first international companies to set up here (in Bermuda), so I think we’ve brought stability, and we have been a good corporate citizen. “We have donated a lot of money to worthy causes over the years.”
Ronald Stan, Director of Global IT Security, is responsible for managing Bacardi’s global communications and networking infrastructure. Mr Stan, a Canadian, joined Bacardi in 1989 and is now in his 23rd year of service. Over the years he has progressed from IT manager for the Bermuda office to IT systems around the world. Mr Stan said: “Bacardi is an engaged and active corporate citizen, one that has a focus on giving back to the community whenever it can through supporting a variety of charities and community-based efforts. “It has a global programme of corporate contributions to registered charities, as well as, and perhaps more importantly, through encouraging and supporting its employees to give back and be involved in the community.
Congratulations on 150 years
4 Midsea Lane, Serpentine Rd, Pembroke T. 292-5372 • F. 292-3794 • www.universal.bm For employment opportunities email: hr@universal.bm BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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Ron BACARDI, de Maestros de Ron, Vintage: MMXII RODUCT FACT SHEET OVERVIEW
The Ron BACARDI, de Maestros de Ron, Vintage: MMXII was specially created using a combination of the finest rums laid to rest in oak barrels over the course of the last twenty years, and blended by eight former BACARDI Master Blenders – all descendants of Bacardi founder Don Facundo Bacardí Massó. Uniquely finished in sixty-year-old Cognac barrels, this vintage rum is presented in the finest hand-blown crystal decanter that is individually finished and numbered. Only 1,000 decanters have been produced and individually numbered; just 400 of this rare spirit will be made available to the public.
FLAVOR
The BACARDI MMXII Vintage is a highly aromatic, full-bodied and generous rum with a mellow flavour. It has an expansive nose full of fresh tropical fruits and sweet floral aromas, balanced with soft vanilla and a smooth oaken character. Its inviting aromatic qualities are enriched with notes of sweet Caribbean honey and fragrant fruits leading to a long pleasing finish with a smooth background of oak.
DECANTER DESIGN
Palm detailing is present throughout in the decanter and leather presentation case design as a nod to ‘El Coco,’ a coconut palm planted by Facundo Bacardí Moreau (son of Bacardi founder) in 1862 outside the first company factory. The decanter neck and palm leaf detailing on the stopper symbolizes the new coconut palm that will take the company into the future; the sphere of liquid within the decanter represents the seed of “El Coco” for the next generation. The cut-away shape denotes the split in the coconut from where the new palm will grow. The engraved copper ring on the stopper is individually numbered, matching the decanter. The coconut palm design is laser engraved on walnut wood veneer.
Next to the hand-pressed red crystal bat device on the decanter, an engraving of the coordinates of the first BACARDI distillery in Santiago de Cuba can be found. The decanter also features a map of the Caribbean pointing to the original home of “El Coco” and the Bacardí family. The base of the presentation case doubles as an elevated display stand for the stunning decanter. In keeping with the major design themes of the vintage, the presentation case also features a hand-pressed red crystal bat as well as the ‘150 Aniversario MMXII” detailing.
STRENGTH
The BACARDI MMXII Vintage is 43% ABV / 86º Proof.
AVAILABLITY
The BACARDI MMXII Vintage will be on sale for US$2,000 at airport retail locations in Miami and San Juan beginning in February 2012, then available worldwide in select duty-free retails stores and premium retail establishments from March.
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BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
applauds Bacardi
150 ANNIVERSARY! th
We at emedia would like to extend our heartfelt congratulations to Bacardi on their 150th year!
We were delighted to work with you on the new ‘Bacardi on the Rock’ website, and wish you all the best in future undertakings.
for
MARKETING
236-2025
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BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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CONGRATULATIONS BAC ARDI ON YOUR 150th ANNIVERSARY ARCHITECTURE INTERIOR DESIGN LANDSCAPE DESIGN RESORT DESIGN MASTER PLANNING DEVELOPMENT CONSULTING OBM INTERNATIONAL T +1 441 278 3550 OBMINEWS.COM MSMITH@OBMI.COM
BACARDI 150 YEARS OF BRINGING PEOPLE TOGETHER
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HAMILTON BERMUDA
Thank You Thank you for your dedicated Kevin Albrecht Jill Bosch De Noya Michael Brennan John Buckley Mitzie Bundy Emma-Mae Burgess Ronald Burke Amy Chan Kathleen Christopher Matthew Coene Jacques Croisetière Penelope Davis Clara Fay
Lisa Frias Stephen Frost Shelly Fubler Roger Gonsalves Guillermo Gonzalez Stewart Gurr Michelle Hajek Robin Harvey Julie Hendrix Jane Hulse Sharon Joaquin Sarah Johnston Timothy Kikuvi
2012 BACARDI STAFF Joanne Levon Jessica Lightbourne Ababa Lottimore Michael Maguire Sabine Marshall Séamus McBride Nelson Medeiros Douglas Mello Laura Miller Joseph Morgan Maureen Murray
Scott Northcutt Pamela Outerbridge Zina-May Parsons Michelle Pereira Loredana Perrin Rahul Pinto Joe Rego Karon Richardson Sheryl Richardson Cidalia Rodrigues Connie Rodrigues Alana Rogers Eduardo Sanchez
“ENJOY OUR GOOD TASTE WITH YOUR GOOD JUDGMENT” The Bat Device is a registered trademark of Bacardi & Company Limited.
Service Virginia Sanchez Catherine Silvester Ronald Stan Jeffrey Stephenson Jason Sukdeo Trina Todd Philip Troake Eugenia Trott Michelle Trott Leanne Tuzo Patrick White Kathy Williams Lillian Wilson