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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 (5/51)
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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Hispanic Media, Digital Opps: Havana Club Rum launches new product, ad campaign

Subject: Video, media, radio, digital, OOH

Brand: Bacardi, Inc

Opportunity: Recently announced the roll out of its national expansion, which features a new brand campaign and packaging and extension - Añejo Clásico, a dark rum variant of its existing Añejo Blanco. The new product debuted in Florida in June and will roll out nationally this month through Colorado, Georgia, Illinois, New Jersey, Nevada, New York, Pennsylvania and Texas. It will enter into the liquor stores and high-end states of remaining states at the end of September. 

The new creative campaign, titled "The Golden Age, Aged Well" will focus mostly in the Miami, Atlanta, Chicago, Dallas, Houston, San Antonio, Denver, Las Vegas, New York City, and Philadelphia markets. It will be executed through programmatic buying and will run across high-impact and native media platforms, including video, spot and digital radio and mobile. Also, out-of-home will be implemented throughout Miami.

The campaign is aimed primarily at engaging sophisticated consumers in the above markets. Therefore, sellers with high engagement rates among affluent, mature millennial influencers should begin reaching out now to pick up any last minute revenue tied to the campaign. Hispanic-focused sellers should have an advantage here, as the brand has a large presence in Hispanic markets. 

Although digital wasn't mentioned as part of the current campaign, the brand's digital display has been on the rise since last year, according to Moat, and will likely continue to increase moving forward. 

Currently, it looks like Winmo, but we will keep you posted if we hear of any changes. 

Havana Club Rum
2701 Lejuene Rd.
Coral Gables, FL 33134
(305) 573-8511

Christina Mandich
Brand Manager
(305) 573-8511