Bacardi Limited

Bacardi Limited

Company Profile

Publication Date: 14 Feb 2011

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Bacardi Limited

TABLE OF CONTENTS

Company Overview..............................................................................................4

Key Facts...............................................................................................................4

Business Description...........................................................................................5

History...................................................................................................................6

Key Employees.....................................................................................................8

Key Employee Biographies..................................................................................9

Major Products and Services............................................................................13Revenue Analysis...............................................................................................14

SWOT Analysis...................................................................................................15

Top Competitors.................................................................................................19

Company View.....................................................................................................20

Locations and Subsidiaries...............................................................................21


Bacardi LimitedTABLE OF CONTENTS

COMPANY OVERVIEW

Bacardi Limited (Bacardi or the company) produces and markets a wide range of spirits and wines.It operates in the Americas, Europe and Asia. It is headquartered in Hamilton, Bermuda and employsabout 6,000 people.

Bacardi is a private company and has not released its annual reports. Therefore, financial detailsare not available.

KEY FACTS

Bacardi LimitedHead Office65 Pitts Bay RoadPembroke Hamilton 08BermudaBMU1 441 295 4345Phone

1 441 292 0562Fax

http://www.bacardilimited.comWeb AddressMarchFinancial Year End6,000Employees


Bacardi LimitedCompany Overview

BUSINESS DESCRIPTION

Bacardi is one of the largest privately held spirits company in the world. The company's portfolioconsists of more than 200 brands and labels, including Bacardi rum, Grey Goose vodka, BombaySapphire gin, Martini vermouth, Dewar's Scotch whiskey, Martini vermouth and Cazadores blueagave tequila. Other offerings by Bacardi include cognac, and sparkling wine. The company servesmore than 110 countries including the US, Spain, France, the UK, Mexico, Germany, Italy and Russia.

The company operates 27 production facilities, such as bottling, distilling, and manufacturing facilities,located in 17 countries including Puerto Rico, Scotland, Italy, France, Spain, Germany and Mexico.


Bacardi LimitedBusiness Description

HISTORY

Don Facundo Bacardi Masso formed Bacardi Company in Santiago de Cuba in 1862. The early1900s witnessed strong growth as sales and exports increased.

During 1910s, the company opened two bottling plants, one in Barcelona and the other in New YorkCity. During the same period, due to prohibition the bottling plant in New York was shut down. Thegrowth continued in 1920s with the opening of another bottling plant in Santiago de Cuba.

The company's name was changed to Compania Ron Bacardi during 1930s. In the following decade,Bacardi Imports was founded, which became the company's US marketing and sales branch. During1950s the company built a distillery in Puerto Rico, Mexico and a bottling plant on the outskirts ofMexico City. During the same period the company constructed two new Hatuey breweries in Cubaand started the construction of a new distillery in Recife, Brazil.

The company's Cuban assets were confiscated by the socialist government of Cuba in 1960. Despitehaving to leave Cuba, the Bacardi family completed building new production facilities in Brazil,Bahamas and Canada during 1960s. During the same period, the company moved Bacardi Importsfrom New York City to Miami, Florida.

New facilities were built in Spain, Panama, and Bermuda during the 1970s. All Bacardi operationswere consolidated into Bacardi & Company with its headquarters in Hamilton, Bermuda in 1990s.

In 1992, Bacardi made multiple acquisitions including Martini & Rossi. It acquired Dewar's scotchand Bombay gin in 1998.

Bacardi concluded an agreement with Brown-Forman in 2002, to share sales force and logisticsoperation in the UK. Bacardi completed the acquisition of brand Grey Goose vodka in 2004.

The company renewed its contract with Brown-Forman during 2006, extending it till 2012. In thesame year, the company acquired 42 Below, a New Zealand spirits company.

In 2007, the company completed the purchase of 106-acre tract of land in central Scotland to bedeveloped as a second maturation, blending and storage facility for its premium portfolio of Dewar'sScotch whiskies.

Bacardi acquired 100% of e.s.japan, its distributor in Japan, in 2008.The company also entered intoa long-term distribution agreement where Bacardi would market, sell and distribute the CUTTY SARKWhisky brands in Japan.

Bacardi launched Bacardi 'O' an orange-flavored rum in Bangalore, India in December 2009.


Bacardi LimitedHistory

In February 2010, Bacardi and Brown-Forman agreed to end their distribution arrangements inGermany. They decided not to renew the contract expiring at the end of September 2010.

In March 2010, Bacardi and Brown-Forman has agreed on distribution arrangements in Europe.According to the agreement, Bacardi will distribute Brown-Forman brands in Belgium, Luxembourg,Denmark, Austria, Switzerland, Portugal and Andorra effective from May 2010. In addition a contractwas also renewed for Brown-Forman to distribute the Bacardi portfolio of brands in the CzechRepublic, also effective from May 2010.

In October 2010, Bacardi announced that the initial phase of $250 million investment in Scotchwhisky production has been completed.


Bacardi LimitedHistory

KEY EMPLOYEES

BoardJob TitleNameExecutive BoardPresident and Chief Executive OfficerSeamus Mcbride

Non Executive BoardChairmanFacundo L. Bacardi

Non Executive BoardDirectorVictor R. Arellano

Non Executive BoardDirectorJaime Bergel

Non Executive BoardDirectorFrancisco Carrera-Justiz

Non Executive BoardDirectorRobert J. Corti

Non Executive BoardDirectorAdolfo L. Danuillecourt

Non Executive BoardDirectorMichael J. Dolan

Non Executive BoardDirectorPaul De Hechavarria

Non Executive BoardDirectorIgnacio De La Rocha

Non Executive BoardDirectorJohn S. Galantic

Non Executive BoardDirectorMelanie Liddle Healey

Non Executive BoardDirectorBarry E. Kabalkin

Non Executive BoardDirectorRoman Martinez

Non Executive BoardDirectorTheodore C. Walker

Non Executive BoardDirectorPhilip Shearer

Senior ManagementSenior Vice President and Chief Financial Officer,President and Chief Executive Officer of BacardiInternational Limited

Jacques Croisetiere

Senior ManagementGlobal Chief Information OfficerJeri R. Dunn

Senior ManagementRegional President, Asia PacificHarold Dyrik

Senior ManagementRegional President, EuropeStefan Bomhard

Senior ManagementRegional President, Latin America and VicePresident of Global Sales and CorporateCommunications

Robert Furniss-Roe

Senior ManagementRegional President, North AmericaJohn Esposito

Senior ManagementRegional President, Middle East & Africa andSenior Vice President, Global Operations Group

John Grey

Senior ManagementChief Marketing Officer and President of BacardiGlobal Brands

Silvia Lagnado

Senior ManagementSenior Vice President and General CounselEduardo Sanchez

Senior ManagementSenior Vice President, Human ResourcesScott M. Northcutt

Senior ManagementVice President, Business DevelopmentAtul Vora


Bacardi LimitedKey Employees

KEY EMPLOYEE BIOGRAPHIES

Seamus Mcbride

Board: Executive BoardJob Title: President and Chief Executive OfficerSince: 2008Age: 56

Mr. Mcbride has been the President and Chief Executive Officer at Bacardi since 2008. He hasnearly 30 years of global management experience in the consumer goods industry including marketing,commercial operations and systems.

Facundo L. Bacardi

Board: Non Executive BoardJob Title: ChairmanSince: 2005Age: 43

Mr. Bacardi has been the Chairman at Bacardi since 2005. Previously he was the Deputy Chairmanof the company. Mr. Bacardi is the Managing Director of Apache Capital LLC, an investment companybased in Coral Gables, Florida. He serves on the board of trustees for Northwestern Mutual, EmoryUniversity and the Lubee Foundation. Mr. Bacardi also serves as the executive director of theFacundo and Amalia Bacardi Foundation. Mr. Bacardi received a BSBA in Finance from AmericanUniversity and a JD degree from Emory University Law School.

Jacques Croisetiere

Board: Senior ManagementJob Title: Senior Vice President and Chief Financial Officer, President and Chief Executive Officerof Bacardi International LimitedSince: 2009

Mr. Croisetiere has been the Senior Vice President and Chief Financial Officer at Bacardi since2009. He has more than 30 years of experience in the manufacturing with extensive knowledge infinance, financial and strategic planning, mergers and acquisitions, consumer products, and businessdevelopment. Mr. Croisetiere is also a Certified Management Accountant. Most recently, he servedas Chief Financial Officer at Rohm and Haas. Mr. Croisetiere also worked for Morton InternationalInc. from 1990-1997 and Sara Lee Corporation from 1983-1990 in various finance-related positions.

Jeri R. Dunn


Bacardi LimitedKey Employee Biographies

Board: Senior ManagementJob Title: Global Chief Information OfficerSince: 2006

Ms. Dunn has been the Global Chief Information Officer at Bacardi since 2006. Previously, sheworked for Nestle, Tyson Foods and Curtis Industries.

Harold Dyrik

Board: Senior ManagementJob Title: Regional President, Asia PacificSince: 2005

Mr. Dyrik has been the Regional President, Asia Pacific at Bacardi since 2005. Prior to joiningBacardi, he worked as a strategic management consultant to multinational FMCG companies inAsia. Previously, he worked for Philip Morris International for more than 20 years.

Stefan Bomhard

Board: Senior ManagementJob Title: Regional President, Europe

Mr. Bomhard has been the Regional President, Europe at Bacardi since 2010. Before joining Bacardi,he served 20 years with large multinational consumer goods companies including Cadbury, Unileverand Procter Gamble. Mr. Bomhard served as Cadburys Chief Commercial Officer with worldwideresponsibility for Marketing and Sales and was a member of the Executive Committee. At Unilever,he was Senior Vice President Marketing and Business Development for the global foodservicebusiness.

Robert Furniss-Roe

Board: Senior ManagementJob Title: Regional President, Latin America and Vice President of Global Sales and CorporateCommunications

Mr. Furniss-Roe has been the Regional President, Latin America at Bacardi since 2011. He hasbeen with Bacardi since 1989 in various marketing and executive management positions. Mr.Furniss-Roe previously has served with Bacardi as interim Regional President of Europe, MiddleEast & Africa (EMEA); Area Director for Russia/CIS/Poland; Vice President of Global Marketing;Area Director for Asia-Pacific;Vice President of Marketing for Asia-Pacific; and senior level Marketingroles in France and the United States. Prior to joining Bacardi, Mr. Furniss-Roe held marketingpositions with Dunhill, LOreal, and JPA. He holds a Masters degree from Oxford University.



John Esposito

Board: Senior ManagementJob Title: Regional President, North AmericaSince: 2006

Mr. Esposito has been the Regional President, North America at Bacardi since 2006. He has spentmore than 25 years in the Wines and Spirits industry. Previously, he was President and ChiefExecutive Officer of Moet Hennessy. Mr. Esposito also held various key positions including Presidentand Chief Executive Officer at Schieffelin & Somerset, President of Premier Beverage Company ofFlorida, Vice President and Director of Sales for W.A. Taylor & Co, and Vice President, NationalSales Manager Seagram Wine Co.

John Grey

Board: Senior ManagementJob Title: Regional President, Middle East & Africa and Senior Vice President, Global OperationsGroupSince: 2005

Mr. Grey has been the Regional President for the Middle East & Africa at Bacardi since 2011. Hehas been with Bacardi since 2005. Previously, he served as Global Logistics Director at The BigFood Group and had also served as Managing Director for its internet retail business. Mr. Greyserved nearly 16 years in the Mars organization in a number of increasingly senior roles acrossoperations, supply chain and new product development in both the confectionery and pet food areasof the business.

Silvia Lagnado

Board: Senior ManagementJob Title: Chief Marketing Officer and President of Bacardi Global BrandsSince: 2007

Ms. Lagnado has been the Chief Marketing Officer and President of Bacardi Global Brands since2010. Previously, she served Unilever as Executive Vice President for Savory products which includesUnilevers largest brand, Knorr. In Ms. Lagnados career with Unilever, she held various positionsincluding global group vice president for Savory; global vice president for Dove; vice president forDeodorants in Latin America, UK and Europe; president of marketing for Personal Care in the UK;and brand manager and marketing manager positions for Oral Care, Hair Care and Deodorants inEurope.

Eduardo Sanchez

Board: Senior Management



Job Title: Senior Vice President and General CounselSince: 2003

Mr. Sanchez has been the Senior Vice President and General Counsel at Bacardi since 2003. Hehas been with Bacardi since 2003. Previously, he served as the Vice President and Deputy GeneralCounsel, North and Latin America, at The Coca-Cola Company. Before that, Mr. Sanchez was withBestfoods, a leading international consumer food company acquired by Unilever, where he servedas the Vice President and General Counsel.

Scott M. Northcutt

Board: Senior ManagementJob Title: Senior Vice President, Human ResourcesSince: 2009

Mr. Northcutt has been the Senior Vice President of Human Resources at Bacardi since 2009. Heis responsible for all aspects of employee career development, employee benefits, successionplanning, as well as management and organization development. Mr. Northcutt has more than 20years of experience in the international human resources field, having held key leadership positionsin several global companies.

Atul Vora

Board: Senior ManagementJob Title: Vice President, Business Development

Mr.Vora is currently the Vice President, Business Development at Bacardi. He has been with Bacardisince 1994. In his career at Bacardi, Mr. Vora has served as Regional Finance Director for Europe,Africa, and the Middle East, as well as serving as a Regional Financial Controller. Previously, hespent 13 years with Coopers & Lybrand in its Audit and Transaction Support functions in the UK andKenya.



MAJOR PRODUCTS AND SERVICES

Bacardi Limited (Bacardi or the company) produces and markets a wide range of spirits and wines.The company's key products and brands include the following:

Products:

RumGinVermouthScotch whiskyLiqueursVodkaTequilaCognacWineBeer

Brands:

Bacardi RumDewar's Blended Scotch WhiskyBombay Sapphire GinGrey Goose vodkaCazadores TequilaEristoff VodkaMartini VermouthMartini Sparkling Wines


Bacardi LimitedMajor Products and Services

REVENUE ANALYSIS

Bacardi is a private company and has not released its annual reports. Therefore, financial detailsare not available.


Bacardi LimitedRevenue Analysis

SWOT ANALYSIS

Bacardi Limited (Bacardi or the company) produces and markets a wide range of spirits and wines.It manufactures varieties of rum apart from gin, vermouth, whisky, liqueurs, vodka, tequila, cognac,wine and beer. It has operations in more than 100 countries worldwide. Bacardi has a portfolio ofmore than 200 global brands. Strong market presence gives it an edge over its competitors andenhances its brand image. However, dampening consumer confidence and increasing labor costscould lead to a loss of market share of the company, which in turn, would affect its profitability.

WeaknessesStrengths

Ownership statusStrong brand equityRobust manufacturing capabilitiesStrong global presence

ThreatsOpportunities

Stringent advertising regulationsPositive outlook for global spirits marketIntense competitionPositive outlook for the Indian marketIncreasing labor costsGrowing wine market

Strengths

Strong brand equity

Bacardi is one of the largest privately held spirits company in the world. It manufactures varieties ofrum apart from gin, vermouth, whisky, liqueurs, vodka, tequila, cognac, wine and beer. Its brandportfolio consists of more than 200 brands and labels, including the following: Bacardi rum, theworld's number one selling rum; MARTINI vermouth, the world leader in vermouth; Grey Goosevodka, the world leader in super premium vodka; Dewar's Blended Scotch whisky, the number oneselling blended Scotch whisky in the US; Bombay Sapphire gin, one of the fastest growing brandsin the spirits industry; and Cazadores Blue Agave tequila, the top selling 100% blue agave tequilaworldwide, as well as other leading brands. Strong brand equity gives it an edge over its competitorsand enhances its market position.

Robust manufacturing capabilities Bacardi has strong manufacturing capabilities. It owns 27 productionfacilities located in 17 countries including Puerto Rico, Scotland, Italy, France, Spain, Germany andMexico. Bacardi's distillery in Aberfeldy, Scotland produces a distinctive single malt scotch whiskyunder the brand name Aberfeldy; The Martini & Rossi plant in Pessione, Italy produces 12 millioncases per year and is the company's largest bottling operation worldwide, while the Bacardi facilityin Jacksonville is the company's largest bottling facility in the Americas region.


Bacardi LimitedSWOT Analysis

Strong manufacturing capabilities enable the company to maintain control over quality and respondquickly to changes in consumer demand.

Strong global presence

The company has a strong global presence with its operations in more than 100 markets worldwide.Bacardi has a significant presence various regions including North America, the Europe, Middle Eastand Africa, Latin America and Asia Pacific. The principal markets in North America region includethe US, Canada and the Caribbean.The principal markets in Europe, Middle East and Africa regionsinclude Spain, France, Russia, Germany, Italy and the UK. The principal markets in Latin Americainclude Mexico, Brazil, Venezuela, and the Dominic Republic.

Bacardi's strong global presence with its wide spread sources of revenues indicates it caters tobusinesses in different parts of the world. This helps in reducing its business risks across variousgeographies.

Weaknesses

Ownership status

The spirits and wine industry is characterized by a large number of players, with many of them havinga worldwide presence similar to Bacardi and is highly competitive in nature. Bacardi is a privatecompany.The company competes with the industry players such as Diageo plc, Pernod Ricard, andRemy Cointreau. The trend of rising competition to increase their presence and gain market sharein the industry could result in a situation of price war between the large industry players, which mayin turn potentially impact Bacardis pricing structures, forcing the company to lower its prices. In suchcase, Bacardi may not be able to compete effectively with its competitors and may loose its customersand market share. The companys principal competitors are listed and have greater financialresources, resulting in greater purchasing power, better financial flexibility and more capital resourcefor expansion and improvement, which enables them to compete more effectively. In addition, thecompanys competitors can also sustain in the market with low margins for a longer period to gainmarket share in an event of a price war between the industry leaders.

Hence, private ownership puts the company at a disadvantage in terms of competing effectively withits competitors and sustaining in an event of price war in the industry.

Opportunities

Positive outlook for global spirits market

The spirits market has witnessed a steady growth in the international markets. As per Datamonitorsestimate, the global spirits market grew by 1.02% in 2010 to reach a value of $282,948.5 million. In



2014, the global spirits market is forecasted to have a value of $318,887.8 million, an increase of12.7% since 2010. Market consumption volume grew by 2.1% in 2010 to reach a value of 19,112.3million liters. In 2014, the market consumption volume is forecasted to have a value of 20,902.8million liters, an increase of 11.77% since 2010. Bacardi specializes in the manufacture, developmentand distribution of spirits. A growing spirits market thus provides an opportunity for the company toboost its revenues by introducing newer products and increase its customer base by venturing in tonewer geographies.

Positive outlook for the Indian market

The Indian alcoholic drinks market recorded strong growth over the last few years. As perDatamonitors estimate, Indian alcoholic drinks market grew by 1.16% in 2010 to reach a value of$25,358.0 million. In 2014, the market is forecasted to have a value of $40,998 million, an increaseof 61.6% since 2010. Market consumption volume grew by 13.8% in 2010 to reach a value of 3,407.4million liters. In 2014, the market consumption volume is forecasted to have a value of 5,179.3 millionliters, an increase of 52.0% since 2010.The company has a strong presence in India through BacardiMartini India Limited (BMIL), a (74:26) joint venture between Gemini Distilleries and Bacardi. BMILhas strong brands in India including Bacardi Breezer, the largest selling brand in the Ready to Drink(RTD) segment. Furthermore, the company launched Bacardi 'O', orange-flavored rum in Bangalore,India in 2009. The Indian markets has witnessed a double digit growth in the white spirit market inthe recent times, and the introduction of Bacardi O product will help the company further strengthenits portfolio of product offerings in India. Thus, the company can leverage the growing alcoholicdrinks market in India and boost its top line growth.

Growing wine market

The wine market is expected to witness strong growth globally. As per Datamonitors estimate, theglobal wine market grew by 1.03% in 2010 to reach a value of $309,571.5 million. In 2014, the globalwine market is forecasted to have a value of $325,753.7 million, an increase of 6.31% since 2010.Bacardi has an array of premium wine brands in its portfolio including Martini Sparkling Wines, GrandiAuguri and Magici Istanti. Hence, the company is well positioned to tap the growing globalconsumption of wine.

Threats

Stringent advertising regulations

Alcohol companies have been criticized for the irresponsible portrayal of alcoholic drinks inadvertisements. Especially in the European countries, advertising watchdogs have been comingdown heavily on alcohol advertising, claiming that such advertisements fuel binge drinking. In orderto control this, Most EU countries have imposed legal bans on advertising of spirits on TV and radio;on broadcast advertisements linking alcohol with children, driving, sport or promoting alcohol abuse;and on sponsorship of TV and radio programs by companies primarily concerned in alcohol production.



Such stringent advertisement regulations imposed on manufacturers of alcoholic beverages couldhave a negative impact on the brand image of the company.

Intense competition

The brewing industry is highly competitive and has been witnessing a consolidation phase, as largerplayers are taking the merger and acquisition route to secure brands and market share. Bacardifaces a stiff competition from major global players such Diageo, Pernod Ricard, Fortune Brands andBrown-Forman, each of which has several brands that compete directly with Bacardi. Most of themajor players exhibit a high degree of vertical integration, having invested substantially in distillery,bottling, and storage facilities. In addition, some manufacturers are integrated backwards, and growtheir own inputs. For example, Pernod Ricard has its own agave fields, to ensure reliable suppliesof agave cactus for its tequila products. The company competes against much larger players in themarket which have significantly more bargaining power and resources than the company. In addition,unanticipated actions by competitors could lead to downward pressure on prices and adverselyaffect the company's market position.

Increasing labor costs

In recent years, the labor costs are rising in the US and the UK. The tight labor markets increasedovertime, government mandated increases in minimum wages and a higher proportion of full-timeemployees are resulting in an increase in labor costs. As per Fair Labor Standards Act, the federalminimum wage rate in the US, which had remained at $5.15 per hour since 1997, increased to $5.85per hour in July 2007 and subsequently to $6.55 per hour in July 2008. The federal minimum wagerate further increased to $7.25 per hour in July 2009. The minimum wage in the US is expected toincrease further in 2011. Similarly, in the UK, the national minimum wage was increased to 5.93in October 2010. In the UK, the minimum wage had gone up by 64.7% since the governmentintroduced the minimum wage policy in 1999.The increased labor costs would affect the company'smargins as the company employs majority of its workforce in the US and the European region.



TOP COMPETITORS

The following companies are the major competitors of Bacardi Limited

Diageo plcPernod RicardRemy CointreauFortune Brands, Inc.


Bacardi LimitedTop Competitors

COMPANY VIEW

Bacardi is a private company and has not released its annual reports. Therefore, the company viewis not available.


Bacardi LimitedCompany View

LOCATIONS AND SUBSIDIARIESHead OfficeBacardi Limited65 Pitts Bay RoadPembroke Hamilton 08BermudaBMUP:1 441 295 4345F:1 441 292 0562http://www.bacardilimited.com

Other Locations and Subsidiaries

Bacardi-Martini GmbhBacardi-Martini B.V.Handelskai 94-96Groningenweg 8Millennium TowerNLD1200 Wien, Wien AustriaAUT

Bacardi-Martini Danmark A/SBacardi-Martini Asia Pacific LimitedBaltorpbakken 118/F Bank Of East Asia Harbour View Ctr2750 Ballerup, Kobenhavn56 Gloucester RdDNKWan Chai

HKG

Bacardi GmbhBacardi-Martini Ltd.Hindenburgstr 49Church Green Close22297 HamburgKings WorthyDEUWinchester

SO23 7TW, EnglandGBR


Bacardi LimitedLocations and Subsidiaries

Company OverviewKey FactsBusiness DescriptionHistoryKey EmployeesKey Employee BiographiesMajor Products and ServicesRevenue AnalysisSWOT AnalysisTop CompetitorsCompany ViewLocations and Subsidiaries

Documents

Bacardi Limited