Corporate Vision January 2017

, Founded more than 150 years ago in Santiago de Cuba on February 4, 1862, family-owned Bacardi manufactures its brands at 29 facilities and sells in more than 160 countries. The Bacardi brand portfolio of premium and super-premium spirits and wines comprises more than 200 brands and labels, including BACARDÍ rum, GREY GOOSE vodka, DEWAR’S Blended Scotch whisky, BOMBAY SAPPHIRE gin, MARTINI vermouth and sparkling wines, CAZADORES 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON’S Blended Scotch whisky, ERISTOFF vodka, and ST-GERMAIN elderflower liqueur. Amy’s role comprises a wide range of corporate communications, including engaging with various audiences interested in knowing more about Bacardi, its executives, its corporate and brand initiatives, its heritage, and the more than 200 brands and labels of premium spirits. She discusses the firm and its corporate communications strategy in more detail, highlighting the firm’s focus on offering quality products despite operating across so many different brands and categories. Raising the Bar for Bacardi Bacardi Limited is the largest privately held spirits company in the world, producing and marketing a vast array of internationally recognized spirits and wines. We caught up with Global Corporate Communications Director Amy Federman, our 2016 Corporate Communications Businesswoman of the Year, to find out more about how she helps drive the company and its iconic brands to success. “We pride ourselves on our family ownership and enjoy our private status; this sets us apart.” “Bacardi is a vibrant, family- owned spirits company – nurtured by seven generations of the Bacardi family. We are the fourth largest international spirits company in the world, as well as the world’s largest, privately held spirits company, with more than 200 brands and labels with nearly 6,000 employees. “We pride ourselves on our family ownership and enjoy our private status; this sets us apart. With a family name on every bottle of our iconic rum, we are fully committed to continue growing organically, through innovation or acquisition as we continue to invest in our future even today, as we mark nearly 155 years of Bacardi as a family, company and brand. “As a modern, vibrant company, with an incredible history, we have a long-term commitment to the premium spirits industry – we are in it for the long term. We see being family-owned as a plus. This allows a long-term commitment to growing and nurturing brands and investing heavily behind them. Being private also allows the company more flexibility — we can be nimble and move quickly on key issues. “As for the company’s Corporate Communications strategy, the goal is to enhance and protect the corporate reputation of Bacardi globally so we make ourselves as available to numerous stakeholder audiences, as well as communicate on the various brands, our executives, innovations and campaigns. Our mission is to be open, transparent and accessible.” Looking ahead, this dedication to quality will remain its ongoing focus. “Over the past three years, Bacardi Limited has received numerous accolades for our “Good Spirited” Corporate Social Responsibility (CSR) platform focusing on environmental sustainability. Moving forward this will remain our ongoing focus as we concentrate on ensuring our products are responsibly sourced, packaged sustainably and efficiently manufactured.”

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