6 Bacardi

05 September, 2008


growth Aug 08 v Aug 07: +3%

Key date in history: 1960 - Castro nationalises the company's Cuban rum facilities, forcing it into exile but guaranteeing its popularity in the US

Famous friends: Ernest Hemingway often mentioned Bacardi in his novels

Strengths: No serious white rum rival; huge global recognition

Challenges: Has to carry the category alone; preoccupation with old rivalries

The year gone: On-trade skewed ads around cocktail s

The year ahead: Rise of golden rum could see non-white variants play a bigger role

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Dressing to impress

We’ve all had impressed on us the idea that we mustn’t judge a book by its cover. It’s one we tend to repeat at opportune moments, while singularly failing to follow it when buying books, or anything else.

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Is blended Scotch overshadowed by single malt in retailers?

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