Bacardi & Co Ltd

Company Profile

About This Report

Sep 2018

Bacardi continues to suffer from too narrow a focus in both geographic and brand terms, leading to declines for many of its brands. Nevertheless with the acquisition of the Patron super-premium brand, the company is making strides certainly in broadening and premiumising its range, if not on its geographic spread. This profile will look at what it has done and what more it should be doing.

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Bacardi & Co Ltd

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

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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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Key findings

Strategic Evaluation

Key company facts
Bacardi’s weak performance means fall in global ranking
Global footprint
Bacardi struggles across the board
More geographic diversity, less volumes

Competitive Positioning

Significant global consolidation in beer
Mid-ranked player
Challenging times in rum


Limited geographic breadth compared to rivals
Rum dominates its leading markets
Patron acquisition strengthens Bacardi’s US position
Moving upmarket in bourbon/other US whiskies
Bacardi struggling in vodka
Premium growth in gin
Struggling for value in blended Scotch


Geographically narrow in wine
Compared to beer, cider/perry landscape is relatively fragmented


Bacardi needs to find value in rum
Bacardi needs to find value opportunities in vodka and tequila
Prime position to exploit gin growth
Premiumising in Scotch with growing focus on single malts


Need to respond to evolving demand

Appendix: Competitor Analytics

Competitor Analytics tool – Overview
Market Overlap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models