6 Bacardi

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