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I.
Introduction
Bacardi Limited is an international firm that is one of the most competitive alcohol producers in the world. Since its rich history, which originates in the Bahamas during the Rumtrade, Bacardi Limited has expanded its product line to include hip rum drinks for young, partying teens, and expensive, “premium” liquors for sophisticated drinkers. This variety of products is the result of a merge between several large liquor companies. Though the companyis held privately, it is the only alcohol producer to own a tanker for oversea transport, just oneindicator of how large and successful the company is.The purpose of this report is to analyze what makes Bacardi Limited tick. It will includea description of the structure of the company, the mission statement, the company’s code of ethics, and its steps toward social responsibility.
II.
Company Overview
The distilled beverage industry is international, because in most non-Muslim countriesenjoy alcoholic beverages. Alcohol companies work very hard to develop brand loyalty in thecostumers, as most people prefer specific brands of beers, wines, and liquors. In America, 26.6 percent of all distilled liquors sold in the US is vodka, popular for its mixability(
). UScompanies have been forced to include socially responsible messages about drinking responsibly,in order to combat underage consumption and alcoholism. In 2004, US alcohol companiescontributed $350 billion to the GDP(
).A major player in this industry is Bacardi Limited. Since its creation in 1862 in Cuba,Bacardi has survived the chaos that accompanied the Cuban 10-years war, Castro, and Guvera.Cuba maintains superior international relationships, which facilitated its combination with other
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P
lotkin, Robert. "Adams Market Research Alcohol Beverage Industry." 2006. Adams Beverage Group. 25 Nov2007 <http://www.adamsbevgroup.com/sw/2005/0505_stw/0505vdk.asp>.
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"Economics." Discus.org. 2007. Distilled Spirits Council of the United States . 25 Nov 2007<http://www.discus.org/economics/>.
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