As we know, Bacardi is a global name in the spirit industry. Go to just any part of this world and you will find a bottle of Bacardi spirit sitting on a bar’s shelf. Today, it is the largest family-owned spirits company that owns more than 200 labels and brands under its name. The company has distribution channels in around 170 countries worldwide and is known in the bartending community for its globally-recognized Bacardi Legacy Cocktail Competition.
To mark its 156th anniversary in 2018, the closely knit company introduced Back To The Bar in all its world offices that required every Bacardi employee to move out of their office and visit bars in the cities for a day. This exercise aimed at the decision makers connecting with the bartending community and consumers to obtain real-time information and feedback on Bacardi brands and consumer reception.
Back To The Bar encourages the Bacardi employees to interact with the bartenders who are known to be the trendsetters in the spirit industry. The employees also get an opportunity to assess the upcoming cocktail trends and the consumers’ changing preferences in their regions, which helps in making entrepreneurial decisions at the company.
This year in February, Bacardi held its third Back To The Bar event which has become an annual tradition at the company’s offices. Whether Dubai, the US or India, the global bar industry saw the faces of Bacardi employees amongst their usual enthusiastic crowd last month.
A good initiative, in my opinion. It’s interactive, productive and quick. I am excited to see how Bacardi uses this annual tradition to innovate and evolve the spirit industry further!
