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 5 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
- Marketing spend: $20.3 million (2016, US only)
- Number of employees: 9,000
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
Deception Alcohol Industry Frontgroup FISAC Undermines Public Health with Misleading Narratives
The Foundation of Social Investigations A.C. (FISAC) in Mexico presents itself as a civil society organization dedicated to alcohol ...
Political interference Big Alcohol’s Campaign Against Chicago’s Alcohol Tax: Protecting Profits and Misleading Policymakers
The recent pushback from the Distilled Spirits Council of the United States (DISCUS) against a proposed spirits tax hike in Chicago ...
Deception Health-Washing in Plain Sight: Exposing the Misleading Philippines Standards Coalition
A new initiative, the Philippines Standards Coalition, has launched to address what it calls “harmful alcohol use.” Backed by global ...
Deception Alcohol Industry’s Focus on Illicit Products Masks the Risks of Legal Alcohol
Global liquor companies are intensifying their campaign against illicit alcohol in the Philippines, citing health risks. The Alliance ...
Deception Exposing Big Alcohol’s Dangerous Promotion of the J-curve Myth
Drinkwise Sweden is promoting the misleading J-curve argument, which suggests moderate alcohol use may offer health benefits, particularly ...
Promotion Coca-Cola’s New Alcoholic Beverage: Blurring the Lines Between Soft Drinks and Risk
Coca-Cola and Bacardi’s recent announcement to launch a ready-to-drink (RTD) alcoholic product in 2025 is deeply concerning, especially ...
BROWSE MORE UNETHICAL PRACTICES by Bacardi
BIG ALCOHOL IN THEIR OWN WORDS
Whisky brands are very reliant on a small number of heavy, and increasingly ageing, consumers, to provide the majority of volume [...] in the longer term we had to attract more younger drinkers—the heavy- using loyalists of tomorrow [to avoid] the potentially disastrous implications of losing heavy drinkers”.
“If Miller Lite was to be a large profitable brand we had to attract these young heavy drinkers”.
To the extent [that laws or regulations or actions against us to substantially curtail the consumption of alcohol, including beer] gain traction, they could have a material adverse effect on our business and financial results. For example, the European Union published its Europe Beating Cancer Plan. As part of the plan, by the end of 2023, the European Union has indicated it will issue a proposal for mandatory health warnings on alcohol beverage product labels."
Source: Molson Coors Annual Report 2022
