The Facundo Bacardi Collection isn’t just a key move for Bacardi, it represents a major landmark move for the entire emerging category of premium rum. Bacardi and some of the other members of the Bacardi family over opening up and dipping into the company’s private rum reserve. This collection of four premium sipping rums is the result of a fairly fierce battle between Facundo L. No move has shown Bacardi’s commitment to a change in direction more than the new Facundo Bacardi Rum Collection. Bacardi has also significantly raised the profile of its Bacardi Legacy Competition as well as re-embraced its Cuban heritage with a vast change in its advertising strategy. This past year, Bacardi showed a renewed commitment to the growing American Craft Cocktail movement by hiring the highly acclaimed Brand Ambassador Jacob Briars, as well as a team of on-the-ground support in the US Market, including such luminaries as Patricia Richards (formerly the Beverage Director for Wynn in Las Vegas) and Jennifer Contraveos (who served as Angostura’s Brand Ambassador). Bacardi has helped initiate some major personnel and business changes that are just now beginning to show up in the marketplace. Turning the ship of such a massive company like Bacardi has been no easy task, but over the past few years Faccndo L. Bacardi became Chariman of Bacardi in 2005 after being promoted from the Director position, a post he held since 1993. Bacardi, the great-grandson of Bacardi founder Don Facundo Bacardí Massó, represents the voice of a new generation for Bacardi. Bacardi is a family run company that has been doing things a very specific way for over 150 years.
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