Bacardi Reaches Out to Millennials
As millennials become an increasingly important demographic for the spirits industry, Bacardi has found several ways to reach out. As a start, the company has made its efforts regarding the environment and sustainability a key focus of its branding efforts. While many consumers in the spirits industry do not currently have a high level of awareness when it comes to the sustainability of the brands they buy, Bacardi believes millennials will change that. The company has therefore made an effort to concentrate on sustainable practices, which include cutting its water waste in half and its greenhouse gas production by a quarter.
The Bacardi family of brands emphasizes its commitment to the environment, and the BACARDÍ rum brand has produced a graphic novel telling the story of Emilio Bacardi, the son of the brand’s founder. Penned by Warren Ellis with art by Michael Allred, the book covers Emilio Bacardi’s business struggles, as well as his exile and imprisonment for working for the independence of Cuba. The hope is that the story will resonate with millennials seeking authenticity in their brands.