BACARDI INDIA DITCHES THE BOARDROOM TO MEET CONSUMERS AT THE BARS

Bacardi employees all across the country have put on their “out of office” message to go out on the town and visit bars, all in the name of spotting what’s new and next for cocktails in India. The annual activity, called ‘Back to the Bar’, brings everyone at Bacardi together for a day of “barstool research” with consumers and bartenders, who are the trend spotters and trend setters of the spirits business. This year, on 13th February, Bacardi primos across 7 cities, along with Sanjit Randhawa, Managing Director, got behind the bar to spend an evening learning from and engaging with consumers and bartenders.

As Bacardi celebrates its 158th anniversary, ‘Back to the Bar’ also commemorates the company’s legacy of founder’s mentality and entrepreneurial spirit. For seven generations, the family-owned business has instilled a belief that brands are built in bars, not boardrooms. Everyone at Bacardi participates in this “roll-up your sleeves” approach to data collection and serves as influencers by talking to friends, family, and consumers about the brands. Building a stronger connect between Bacardi primos and consumers is one of the company’s key focus areas in its Best 10 strategy, aimed at making the next decade the best one for the business.

“At Bacardi, we are committed to keeping the consumer at the heart of everything we do. Back to the Bar is an exciting initiative that helps us build this consumer connect while unlocking new insights across functions, teams and geographies” said Sanjit Randhawa, Managing Director, Bacardi India. “We also take this opportunity to acknowledge our ambassador and bartender teams and key partner outlets for their unparalleled contribution towards embedding us in consumer culture. Bacardi started its 158 year journey with cocktails and conversations at bars and ‘Back to the Bar’ is our way to pay tribute and celebrate that journey.”

As part of the second iteration of ‘Back to the Bar’, Bacardi also sheds light on what’s creating excitement for bartenders with the release of the Bacardi 2020 Cocktail Trends Report. The report highlights trends based on insights captured from a survey Bacardi ran with bartenders and bar ambassadors in 2019, as well as third-party research from the world’s leading consumer insights firms. An increase in mindful drinking and a higher demand for Ready-To-Drink (RTD) and culinary cocktails were among the report’s interesting findings. Bartenders also reported a preference for natural and sustainable ingredients. Globally, dark rum was ranked as the top spirit to premiumize.

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