Facundo Bacardi / "Bacardi-Martini"

Home

Don Fakundo not only has for ever changed rum. It has made rum a drink for aristocrats, it is possible to tell, has resulted it in society. Rum "Bakardi" is that (almost inaccessible) height by which all other manufacturers of rum in the world should be guided now. Since February, 4th, 1862 and till today.

Fakundo Bakardi was born in 1814 in the Spanish city of Sitzhese. It was the fourth child of succeeding mason Juan Bakardi. In due course the family part has emigrated to Cuba which was at that time the Spanish colony. In pjatnadtsatiletnem age there goes and Fakundo.

buy blog reviews

There it works in shop of the brother José Bakardi trading in the goods from Spain. The arrogant young man has promised to begin own business and saved each peso.

In 1843 Fakundo Bakardi has based company Facundo Bacardi y Cia, has opened the shop and Santiago de Cuba to Spanish wines, if not terrible events: behind the earthquake which has destroyed half-cities on August, 21st, 1852, epidemic of a cholera, which has carried away every tenth inhabitant (including two children Bakardi was engaged in trade in alcohol. Probably, it so all life also would accustom inhabitants) has followed. Then don Fakundo has brought a family home, to Spain. After returning it has found the shop plundered. At it was not neither money, nor the goods. Facundo Bacardi y Cia has gone bankrupt.

Having failed, don Fakundo has returned under a wing of brother José which has managed to save business, and was engaged in wholesale trade in alcohol. Failures have not broken it is it also some time dreams later of own business, and, finds a way out. At that time royal Spanish council of development rendered material support to workings out of new "know-how" of rum, and Fakundo decides to test in chemistry.

Bakardi experiments at each production phase of rum: beginning from a choice of raw materials, enzymes and finishing distillation. It with shine maintains a ten years' marathon behind quality.

Its idea to pass a drink through the coal filter became solving to remove unnecessary impurity. That results of its work have met not only neighbours and friends, Don Fakundo has got small peregonnyj the device. Its keeping in oak flanks and kupazhirovanie became following step to «rum education». The received result has surpassed all expectations. Rum of Don Fakundo differed from other rums of that time, «as the gentle aristocratic young lady from the port maid».

The new page has begun with the coal filter in life Bakardi. In 1862 Fakundo and Josés on equal footing with unknown French vinotorgovtsem have based company Bacardi y Compania. They have bought from the supplier of rum John Nana alcoholic factory for 3500 peso. Fakundo Bakardi has started to make new rum on the technology invented by it. It have named Bacardi carta blanca.

Very soon don Fakundo has faced a problem. It should make the drink recognised. A challenge for a product, 99 which % of consumers are not able to read. A unique exit - the remembered drawing. The given problem dares with success, but is a little unexpected. The legend says: when the wife dona Fakundo bottoms Amalia Ljuchija Viktorija Moro has come on first Cuban factory Bacardi, she has seen a large quantity of bats under a ceiling. According to Catalan poverju, the bat brought health, riches, good luck and family happiness. Being the superstitious person, bottoms Amalia has persuaded the husband to make a bat a company symbol. So â1862 to quality of rum the logo with the image of a bat was added. Effective distribution and an evident trade mark have made the business. The brand quickly became recognised on Cuba.

One more cult symbol of family Bakardi - a coconut palm tree near first factory Bacardi. This tree was almost the coeval of the company, and Fakundo valued it as a relic. In many years it bequeaths to successors to look after a tree and in which case not to cut down it. The request has been complied: despite growth of scales of manufacture, expansion of territory of factory, a palm tree have saved, and Bakardi constantly looked after it.

In 1877 the management of the company has passed to the son dona Fakundo - Emilio Bakardi. It acted on José Marti's party, the known fighter for clearing of Cuba from the Spanish protectorate, for what has twice visited the link. In 1898 Cuba - by means of Bacardi y Compania and other firms belonging to resolutely adjusted bourgeoisie, - has achieved independence. Cuba libre, the known cocktail from rum Bacardi and Coca-Cola, was born at that time and obviously promoted popularisation of a strong drink. Itself Emilio Bakardi has been selected by the mayor of Santiago, and in 1906 became the senator of Republic Cuba.

In 1920th years the Prohibition has been entered into the USA. Popularity of "rum" Cuba being nearby has flied up among the American tourists to heavens. The new fair wind has blown in sails Bacardi y Compania. Many Americans these years visit Cuba cheerfully to spend time together with Cuba Libre.

In 1927 the company has recollected, that rum - a drink of seamen. It has organised Bacardi-trophy - a regatta on cup Bacardi. It was a fresh marketing course. Since then sailing races began to be spent annually.

The family legend tells, that the palm tree has started to dry up in the mid-fifties is was some kind of the prevention of difficulties which will comprehend a family during revolution on Cuba. The palm tree has definitively dried up almost simultaneously how family Bakardi has left Cuba. Since then in company Bacardi there is a corporate tradition: near each office or shop coconut palm trees land.

Till 1950th years of business Bakardi went as well as possible. But soon on horizon clouds have started to be condensed. The political situation on Cuba became more and more astable. The discontent with pro-American mode Fulzhentsio Lawns grew. In the conditions of approaching political crisis family Bakardi could not as to adhere to uniform strategy before. A part of offsprings dona Fakundo supported to Lawn, a part - for Fidel Castro. During this vague time the company management has made one correct step - in 1959 registration of stamp Bacardi has been translated to the Bahamas.

The family legend tells, that the palm tree has started to dry up in the mid-fifties is was some kind of the prevention of difficulties which will comprehend a family during revolution on Cuba. Since then in company Bacardi there is a corporate tradition: near each office or shop coconut palm trees land.

All has failed on October, 14th, 1960 when the come to power revolutionary government which has been adjusted negatively in relation to large dealers, has confiscated all actives of company Bakardi on Cuba (the company estimates losses in $76 million). The family has emigrated to the USA. The new government tried to make at the confiscated enterprises the rum, giving out it for present "Bakardi". But to the government all secrets and subtleties thanks to which workers made "Bakardi" were not known. The family of Don Fakundo has brought an action, protecting the rights, and, after long and persistent struggle has won. Counterfeit rum "Bakardi" has been for ever withdrawn from sale.

The rights to trade marks and two industrial platforms Bacardi y Compania managed to be saved. Nevertheless, it needed investments to restore business. The company for all history left for the first time on a stock exchange - has placed 10 % of actions.

By the end 1970 Bacardi became the most sold rum in the USA.

Rum Bacardi has received the first international award in 1876 at the international exhibition in Philadelphia, and today prestigious prizes at rum Bacardi not to count any more. Logo Bacardi is included into the higher league of the most expensive trade marks of the world, among which Coca-Cola, Marlboro, McDonald’s.

And still in expanded dynasty Bakardi it does not bring former unity. In 1977 some members of a family have sold the shares (in the sum of 12 %) to the Canadian manufacturer of whisky Hiram Walker. In 1980 family conflicts have amplified. Then the management has made decision to consolidate the action, having redeemed them at other holders (including those actions that has been sold at a stock exchange, and that have got Hiram Walker).

In 1983 at factory Bakardi has been made dvuhsotmillionnyj a rum box. And after a while Bacardi Limited has got company Martini and Rossi, the world's largest manufacturer and the distributor of wines. Today rum "Bakardi" is made and spreads on the Bahamas, in India, Mexico, Panama, Trinidad and Puerto Rico.

In 1996 Bacardi-Martini George Rejd who was before family lawyer Bakardi has headed. It became the first head of the company who were not a member of a family. This course too has been made within the limits of new brendingovoj politicians: in 1997 Bacardi-Martini has bought the rights to rum Havana Club from family Archabala which also in due time has emigrated from Cuba. The companies the head-lawyer as competency of purchase of a brand was doubtful was required. The Cuban government considered, that stamp Havana Club belongs to it. Expecting similar turn of events, it three years prior to the transaction has found the influential ally. Cubans have created joint venture Havana Club Holding with other large alcoholic company - French Pernod Ricard. Under the contract Frenchmen owned the exclusive right to sell Havana Club all over the world.

For the stamp struggle was untied. Cubans had an occasion to "bite" Bacardi-Martini which they disliked for a long time. The propaganda machine of rebellious island has earned to the full extent. On family Bakardi charges in all mortal sins fell down: say, it it has lobbied law Helmsa - Burton in 1996, according to which USA did not recognise the right to intellectual property of the states menacing to safety of the American citizens; she prepared bombers for destruction of the Cuban industrial enterprises; it is going to to reserve Fidel Castro's murder.

Bacardi-Martini, Certainly, rejects these charges. The company yet did not manage to defend the right to sale Havana Club worldwide. But it supervises the market of the USA, and it not too is not enough.

In 1998 the company portfolio has replenished with several more known stamps - whisky Dewar ` s, gin Bombay, amaretto DiSaronno.

In 2000 the Canadian company Seagram has just exposed on auction the portfolio of brands - cognac Martell, whisky Chivas Regal, rum Captain Morgan. The large alcoholic companies have hastily started to create alliances. Bacardi-Martini has agreed about joint actions with American competitor Brown-Forman. However to win this race by it it was not possible. Portfolio Seagram has departured in hands Diageo and Pernod Ricard.

Then, in Puerto Rico museum Casa Bacardi (in a translation from Spanish - «House Bakardi») opens. Here each interested person can be transferred to the past and meet more close art of creation of rum Bacardi. Only in Casa Bacardi unique exhibits from tens storehouses, antique shops and hundreds private collections are collected. On huge screens of one of museum rooms preview trailers Bacardi which has been removed in different points of globe are constantly shown.

The special attention is deserved by a roller of a new advertising campaign of rum Bacardi. Maps have been invited To shootings, the money, two trunks »and"Password"Fish-sword», become well-known after films «, popular English football player Winnie Johns, whose surprising manner to vary in one second as well as possible shows the main motto of a brand - Bacardi is capable to change the person, to help it to become by itself and to be released from cares.

Today Bacardi-Martini - the fourth in a rating of the largest manufacturers of alcoholic production. Every year struggle for the consumer becomes aggravated. Rum Bacardi and Vermouth Martini while hold leadership, but nevertheless reduce speed. At recent meeting of shareholders exit possibility on a securities market was again discussed. In any case not so it will be simple to sink the company which has made the rum most sold in the world of reed moonshine. It puts additional sails. Regatta Bacardi proceeds.