Page 75 - Issues131-133

Rum : ron : pt.2

BACARDI. This industry giant is based in Puerto Rico. However they were founded in Cuba
during 1862 by a Spanish immigrant named Don Facundo Bacardi Masso. Unlike many other spirit
producers the prohibition era in
America was good for Bacardi.
They had a slogan “Come to Cuba
and Bathe in Bacardi”. The
Americans came over in their
thousands for a drink. When the
communist movement started to
grow it was supported by Bacardi.
However that support stopped in
1960 when the government seized
their properties and assets. The
company had seen this coming
and previously opened distilleries
in Mexico and Puerto Rico. They
had also transferred ownership of
their copyright, trademarks and
formulas to the Bahamas. The
move to Puerto Rico had an
additional benefit in that they got
tax credits for exports to USA.
Bacardi also make their rums in a
number of other countries now.

The company logo is a bat and has been the same since
the company was founded. The fruit bats had been living
in the initial distillery since it was built. In Spain they
represent family unity, good health and good fortune. The
founder’s wife
suggested
they use it as
their logo. It is
nothing to do
with what the
founder
thought of his
wife.

Bacardi is
generally seen
as an entry
level drink.
The company
are trying to
remove that
tag and have introduced Bacardi Ocho Gran Reserva.
The youngest component is 8 years old and some are
16 years of age. It has gone down well with the experts.

= 18 =