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Bacardi USA, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Introduced in 1862, Bacardi is one of the best selling brands of Rum enjoyed worldwide. This is the U.S. arm of Bacardi Limited, the Bermuda-based distributor whose brand portfolio includes many well-known whiskeys, gins, liqueurs, and wines. Bacardi Limited is the largest private, family-owned spirits company in the world.

Main Telephone (305) 573-8511
Main Fax (305) 576-1235
Primary Address
One Imeson Park
Jacksonville, FL 32218

Bacardi USA, Inc. Contacts

Contacts (5/50)
Name Title State
K.C. K. Chief Communications Officer FL
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (305) 573-8511
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Imeson Park
Jacksonville, FL

Michael D. Chief Executive Officer FL
Peter C. President - North America FL
Hector O. Senior Vice President, Strategic Planning FL
Mauricio V. Senior Vice President, Commercial FL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Bacardi Anejo *
Bacardi Superior *******
Dewar's *******
Martini Vermouth *
Bacardi USA, Inc. ******

Agency Relationships

Brand Agency Service From To
******* **** ********* AOR - creative, digital, media buying & planning 2015 present
******* *** AOR - digital, media buying & planning, social 2015 present
******* *** **** ********* Creative 2015 present
******* *** *** Media Buying, Media Planning, Social 2015 present
******* **** ****** *** Media Buying, Media Planning, Social 2015 present

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Millennial Media Opps: Grey Goose debuts holiday campaign to engage younger consumers

Subject: TV, digital, social media, outdoor, experiential  

Brand: Bacardi, USA Inc.

Opportunity: While it may not be another over-the-top movie night in the sky, which was creative shop here), Grey Goose has launched its latest work with the Omnicom shop. The stylish new holiday spot, titled "Lumière," (see above) features a couple attending a New Year's party organizing an amazing light display in the woods around their hosts' home. While the new spot doesn't have an airship this time, Goose was still able to tie in its signature "Fly Beyond" tag by using a small plane to drape the lights across landscape. Since the normal party goer typically doesn't have a private plane to string lights across a forest, the spot aims to position Grey Goose as the obvious alternative, encouraging guests to "bring something extraordinary." 

Keep in mind that Grey Goose's ad spend is typically concentrated in the back half of the year, so look for spending to be on the rise through Q4. Already, $597,515 has been spent on the new ad since it launched on Halloween, much higher than the $5,918 spent on its holiday spot in 2015,  according to iSpot,

With that said, LDA millennial focused sellers should keep going after these larger traditional and digital ad budgets through next year. 

Additional Insight

Media Spend: According to Kantar Media, Grey Goose spent $15.8 million on measured media in 2015, up $1.7 million from the year before. About 80% of last year's budget supported broadcast, primarily cable TV buys. Aside from broadcast, the remaining 20% of budget went to magazines, digital and out-of-home. 

TV Breakdown: The brand's national TV spend so far for 2016, according to 

Digital Breakdown: Since January, Grey Goose has spent $1 million on desktop ads, $37,100 on mobile ads and $145,200 on video ads. All of the desktop and mobile ads were placed site direct, while video ads were placed 62% site direct, 32% DSP, 2% ad network and 4% unknown, Pathmatics reports.

Top desktop and mobile ad destinations include, (Condé Nast) and (Turner Digital), while top video ad destinations include,, and 

In comparison to the same period in 2015, the brand spent $1.1 million on desktop ads, $130,400 on mobile ads, $381,100 on video ads. Ads for all three channels were placed 99% site direct. 

Grey Goose
2701 Lejuene Road
Coral Gables, FL 33134
(305) 573-8511

Rohith Reddy 
Brand Director
(305) 573-8511

Paul McDonnell
Senior Brand Manager
(305) 573-8511