6 Bacardi

05 September, 2008

Value

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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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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