An interview with the Chief Executive of Bacardi, talks about the marketing strategy of the company, as well as the trends and future of the brand. The sales of the company has changed a little due to the global pandemic, most of the sales are now done through online purchases. As most of the world is restricted from going out to clubs, restaurants, and certain stores, many customers are now purchasing spirits online and these are being delivered to their homes. Most of these sales are increasing in the U.S., while in other countries the sales are a little down. The company’s marketing strategy is now mostly being focused on social media or through online outlets. The company has noticed a trend, the newer generations do not drink as much alcohol as previous generations or in comparison to their parents. The current generations take into consideration what they put in their bodies, they are aware of the calories and how much of these they consume. The brand has said that because of this, in the future they will also be producing drinks with little to zero alcohol because this is what customers are now purchasing more.
Their marketing strategy is not being modified much due to the pandemic, their brand is well known and has a reputation for itself already. Their online strategy will reach more customers now because many are at home using phones throughout the day, being able to notice these and perhaps purchasing spirits to relax at home.
Thank you, Yamile, for your interesting article! I was surprised to hear that "in the future they will also be producing drinks with little to zero alcohol because this is what customers are now purchasing more", but that's reassuring they are flexible in their product. I'm a little surprised that they are not altering their current marketing strategy due to the pandemic since the economy is headed into unprecedented recession; it seems every company will have to modify how it does business to stay alive.
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