Bacardi employees trade computers for cocktails in quest to get closer to consumers

January 30, 2019
Bacardi employees trade computers for cocktails in quest to get closer to consumers

From Miami to Mumbai, Lagos to Lisbon, Bacardi employees to takeover 1,000 bars in 130+ global destinations.

On February 7th, Bacardi employees around the globe will turn on their “out of office” to turn up at local hotspots in cities around the globe as part of the drink giant’s second annual “Back to the Bar.” Coinciding with the company’s annual Founder’s Day, “Back to the Bar” commemorates the 157th anniversary of family-owned Bacardi, today the world’s largest privately held spirits company. 

More than 7,000 Bacardi employees across 130 global cities will storm 1000+ bars during a sixteen-hour period. Designed to reignite the company’s bar-born spirit and family culture, “Back to the Bar” has become an important cultural touchstone for the company which was originally founded in Cuba and today operates in more than 200 countries around the globe. 

“‘Back to the Bar’ is based on our belief that our brands are built in bars, not boardrooms.  As Bacardi celebrates our 157th anniversary, it’s important to reconnect with our roots, think like Founders and put our own feet on the street to see first-hand how our business, bars and consumers are changing,” said Mahesh Madhavan, CEO of Bacardi Limited.  “For Bacardi people, visiting bars is often more work than play as we do on-the-ground research and put ourselves in the role of salespeople and social media influencers.” 

Hashtags are hot topic for Back to Bar crawls

For generations, the Bacardi family has encouraged all employees to think like salespeople, with the ability to influence the business at a grassroots level. Today influence takes on a whole new connotation, and “Back to the Bar” aims to unleash homegrown Insta-influencers from all levels of the organization.

Trendspotting to take center stage at Back to the Bar

From trends like “drink less but better” to “instagrammable handcrafted cocktails” to “no/low is the new go-to,” “Back to the Bar” will shine a light on important trends in a drinks business that continues to flourish, with Millennials – dubbed the “shaken and stirred” generation – at the forefront of a new golden age of cocktails.

“The cocktail revolution continues as more people from more places drink more varieties of spirits than ever before, and bars and bartenders are on the frontlines,” said Jacob Briars, Bacardi’s Global Advocacy Director.  “In addition to spending time with consumers, “Back to the Bar” is a chance for us to thank the bars and restaurants who support us and the world’s best bartenders, who are truly on the cutting edge of what’s new and next in our business.”

As part of this year’s ‘Back to the Bar’, François Portier, Area Director for South & East Africa, and Nicolas Koumbarakis, Brand Ambassador Sub Sahara Africa will be going Back to the Bar at Rockets Bryanston and Gemelli’s in Johannesburg, respectively. Classic cocktails from the world-class portfolio of Bacardi will be available including the BACARDÍ® Cuba Libre, MARTINI® Negroni cocktail and PATRÓN® Margarita.

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