In France where Bacardi saw its sales volume in large advance of 11

At the top of the ramparts of Sitges, facing the sea, the sala the imposing Palace Vaixells Maricel turns until September in Academy Bacardi. If the brand thus invests places, it is because this town near Barcelona hosted, in the 19th century, the early years of its founding, until he went to try his luck in Cuba. And that the group is determined to recall the history of his rum born in 1862, and capitalize better that he had done on a saga with twists and turns that many claws rêveraient to tell their consumers. A way to feed a brand that sells each year in the world some 20 million cases, making the second of the spirits, behind the Smirnoff vodka.

During the next few months, bartenders and European distributors, but also previously registered Spanish consumers discover thus in the Academy on the origin of this rum, its manufacture and the way of the taste. The mark well noted that its beverage may be transparent, that is not less aged in oak casks before be filtered on charcoal. And demonstrate the place in the world by Bacardi in the manufacture of a cocktail as the mojito to a visitor to get their hands in the dough, placed a row of traps, a forest of mint in jar, an army of limes and a block of ice giant.

The meaning of the mark

Don Facundo Bacardi and his family also had very early the meaning of the construction of brand. To give a point of reference to Cuban consumers who did not read, his wife it was with an emblem: the bat. An animal that she watched under the roof sheet metal of the distillery. In Spanish culture, the mammal is, indeed, symbol of luck, health and family union while it can also generate more ambivalent images. Similarly, the company, which first used bottles tinted as in the world of wine is passed to a transparent bottle to show that its product was also.

In France, where Bacardi saw its sales volume in large advance of 11.2 over the last six months at end of March according to Nielsen for an increase of 8.2 of the global market for rum, he also focuses on his saga and multiplies marketing initiatives. "It is important to explain the product to the consumer and to go beyond appearances related to its transparency," said Juliette Caloin, Director of Bacardi-Martini France brand.

Claw markets this year in France a promotional packaging offering with the bottle glass to achieve some mojitos. "This is a first for the brand, which had never launched box and has a role to play to accompany the French public towards cocktails", says Muriel Hans, head of product.

Bacardi said that his delegation also associated itself with the Spanish Head of the restaurant El Fogon Paris, Alberto Herraiz. The inventive Cook will offer from June to August to its customers its vision of the mojito, with a "tapa coctel-" deconstructed the classic mixture into four bite to eat in a plate with a spoon. While courses and tastings continue to be organized to bartenders in various cities.

It is however not expected in France to launch the rum flavoured, not really adapted to our culture of this alcohol. Sold in many countries, however, these products with lemon, cashews and nutty coconut or Apple, come to see their modernized bottle. He is most remembered tradition, but to compete with other types of flavoured alcohol, often launched very recently.