MARKETING/DESIGN/CONSUMER TRENDS/INSPIRATIONS Cognac & Brandy News for Consumers & Industry Experts
Bacardi is a privately-owned spirit company controlled by the Bacardi family and founded in 1862. Originally from Cuba the family has moved a great deal between Cuba, Jamaica, Puerto Rico and Florida as the political situations changed and they had to adjust and moved to a safer haven across the years.
This company has much merit and is responsible for a great deal of contributions in the spirit industry but to some extent also in their political influences such as over Cuba, and cultural influences such as art. In the spirit industry they great contribution was to make rum a premium spirit by (1) filtering rums in such a way to increase its purity and (2) by aging rums to mellow them. For everyone Bacardi is synonymous to rum but they carry a strong list of brands often times leader in other categories. For instance, they own Grey Goose Vodka, Dewar’s Scotch, Benedictine, Bombay Sapphire, and Martini & Rossi, and many more …
In fact, they own Cognac Otard, or rather Cognac Baron Otard as it was re-branded at the end of 2011, but they have not sold directly Cognac Baron Otard in the United States, and there is no plan for it. Robert Furniss-Roe, president of Bacardi North America, said Bacardi is trying to tap more into the dark side of spirits, launching its first cognac in the United States early this summer 2012 under a different brand than Cognac Baron Otard. We look forward to knowing what the brand will be.
Source: Martinne Geller, March 14 2012 (Reuters)