Bacardi & Co Ltd in Spirits and Wine

Company Profile

About This Report

Sep 2016

The world’s sixth largest spirits producer and 16th largest vintner, Bacardi faces significant challenges, including seeing its eponymous rum brand and core wine brand, Martini, both fall out of step with evolving demand in key markets. This profile analyses the effectiveness of the company’s strategic responses to these issues, including its efforts to target rising craft-orientated demand through acquisition and brand repositioning.

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Bacardi & Co Ltd in Spirits and Wine

Euromonitor International's report on Bacardi & Co Ltd delivers a detailed strategic analysis of the company's business, examining its performance in the Spirits market and the global economy.

Company and market share data provide a detailed look at the financial position of Bacardi & Co Ltd, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Bacardi & Co Ltd.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Bacardi & Co Ltd provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Spirits research team, a dedicated group of analysts that knows the industry inside and out.

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Strategic Evaluation

Key company facts
SWOT: Bacardi & Co Ltd
Strategic challenges and objectives

Competitive Positioning

Failing to keep pace with global market
Asian markets a key influence on leading players’ performances
Geographic and portfolio expansion fuelling consolidation
E&J Gallo maintains global lead
Evolving conditions supporting gradual consolidation

Market Assessment

Falling volumes in key developed markets
Challenging conditions in core markets
Responding to challenges in key categories

Market and Category Assessment

Challenging times in rum
Portfolio diversification continues in 2016
Issues in key growth markets
Poor performance in vodka
Grey Goose facing strong competition in the US
Responding to challenges in Russia
Geographic profile presents challenges
Need to develop geographic reach in single malt Scotch
Targeting prevailing trends with bourbon acquisition
Strong performance in English gin
Positive outlook for tequila
France the main focus in liqueurs
Leblon acquisition fits broader strategy
Looking to revitalise Martini
Losing share in key vermouth growth markets
Strong growth prospects in core sparkling wine market

Brand Strategy

Growing pressure to look beyond core brands
Craft trend and digital media changing consumer sensibilities


Operational developments


Need to respond to evolving demand