Trade Education and Training

The re-invigoratation of trade interest in Bacardi Superior Rum combined with a program that would result in key influencers advocating the spirit to their customers was created by calling on the power of the Bacardi family history, heritage and legacy, including little-known facts about its pioneering influence on rum manufacture and cocktail culture. This to create a compelling argument that could be used to reintroduce Bacardi Superior Rum as the authentic premium rum, and so address trade misconceptions that had become an effect of its large production volumes.

Extensive research was conducted to establish the truth about the history, production and cocktail culture of the brand as a series of irrefutable facts before considering any subsequent steps. From this, the development of a core set of copy truths were created to act as resource material. From here the examination of means to link the brand heritage to the present through use of both the production process and understanding of the ways in which the product could be presented in tastings and trainings. The belief program brought our findings to life through a heritage driven presentation of the depth of the Bacardi brand.