This company profile of Bacardi reveals the unethical practices of one of the world’s largest alcohol producers. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious Five strategies.
Introduction
Bacardi is a privately held spirits company based in Hamilton, Bermuda. The Bacardi portfolio comprises more than 200 brands and labels, including Bacardi (rum), Patron (tequila), Grey Goose (vodka), Dewar’s (whisky), Bombay Sapphire (gin) and Martini (vermouth). The company has production facilities in 11 countries and sells its products in more than 160 countries.
Since Bacardi is not publicly traded, there is little information available regarding company structure and financial information.
The CEO of Bacardi is Madesh Madhavan.
Chairman of the board is Facundo L. Bacardi.
Fast Facts about Bacardi
Total revenue: Not public
Lobbying costs (US): $510,000 (2022)
Lobbying costs (EU): 100,000 – 199,999 € (2022)
Operating profit: Not public
Marketing spend: $20.3 million (2016, US only)
Number of employees: 9,000
Brands
Rum
- Bacardi
- Bacardi RTD
- Banks
- Castillo Rum
- Jacundo
- Pyrat Rums
- Single Cane Estate Rums
- Santa Teresa
- Breezer
Whisky
- Dewar’s
- William Lawson’s
- Aberfeldy
- Aultmore
- Craigellachie
- Deveron
- Royal Brackla
- Stillhouse
- Teeling Whiskey
Tequila
- Patron
- Cazadores
- Corzo
- Camino Real
Gin
- Bombay Sapphire
- Bosford
- Oxley
Vodka
- Grey Goose
- Eristoff
- Russian Prince
- 42 Below
- Stillhouse
Other
- Martini Sparkling Wine
- Martini Aperitif
- Martini Vermouth
- Noilly Prat
- Martini & Rossi frozen cocktail
- Martini Spritz
- Martini NoLo
- Baron Otard
- D’Usse
- Mezcal Ilegal
- Leblon Cachaca
- Get27
- Cedilla
- Benedictine
- St.Germain
- Martini Liqueur
- Patron
- Angels Envy Bourbon
- Tang
- Hatuey beer
- Tails Cocktails
Bacardi involvement in front groups
- International Alliance for Responsible Drinking (IARD)
- Spirits Europe
- Distilled Spirits Council of the United States (DISCUS)
- Association des Industries de Marques (AIM)
- World Federation of Advertisers
- Comité Européen des Entreprises Vins (CEEV)
Unethical practices by Bacardi
Political interference Industry-Sponsored “Reform” Would Make Alcohol Cheaper in Mexico
The wine and spirits industry is quietly steering Mexico’s alcohol tax debate – and it’s doing so under the guise of policy ...
Political interference Big Alcohol Captures Health Policy in New Zealand – Internal Files Show Corporate Access, Pressure, and Policy Dilution
Leaked documents reveal New Zealand’s health ministry giving alcohol lobbyists – including Diageo, Bacardi and Brown-Forman – a ...
New Zealand Government Documents Reveal Shocking Alcohol Industry Interference
Newly released government papers expose how Big Alcohol lobbyists in New Zealand worked to block effective alcohol policies. The Ministry ...
Manipulation Big Alcohol’s Global ‘Responsible Drinking’ Drive Turns Alcohol Harm into a Personal Problem
“Responsible drinking” is one of the alcohol industry’s most deceptive tools. It shifts the blame for harm onto individuals while ...
Deception, Manipulation IARD Exploits Decline In Youth Alcohol Use to Whitewash Industry Image
The International Alliance for Responsible Drinking (IARD) – the alcohol industry’s global mouthpiece – has released a new report ...
Political interference Big Alcohol Tightens Its Grip on Cambodia’s Alcohol Policy Process
The alcohol industry is tightening its grip on Cambodia’s alcohol policy process, using front groups and misleading narratives to shape ...