Bacardi 'Consumido con Pason'
Brand Name:BacardiMartini B.V. Product Type or Description: Bacardi Carta Blanca RumCategory for this Entry: Major change of strategy for existing products or servicesCampaign: Bacardi 'Consumido con Pason'
MARKETING SITUATION
Bacardi, the number one spirit worldwide, is the second largest spirit in Europe. In 1995 white rum accounted for 72% of the rum market, with Bacardi's share of consumption at 89.7%. Bacardi sells over 4 million cases of Carta Blanca in Europe annually.
However, he white spirit market and white rum category has been eroding and sales have...