In June 2015, Bacardi Limited announced its intention to create marketing Centers of Excellence in Europe and North America to bring brand strategies closer to markets and make them as relevant as possible to consumers.

1. Bacardi Announces
Plan to Create
Marketing Centers of
Excellence
BY BACARDI CUBA

2. In June 2015, Bacardi Limited
announced its intention to
create marketing Centers of
Excellence in Europe and
North America to bring
brand strategies closer to
markets and make them as
relevant as possible to
consumers.

3. Each of the centers will be
headed by a chief marketing
officer, who reports directly to
corporate and regional
leaders. The centers of
excellence will partner with
Bacardi's Corporate Creative
Excellence team to ensure
that all campaigns are
executed in a locally relevant
manner.

4. These innovative centers are part of a larger reorganization of the company’s
marketing strategy, which seeks to make campaigns as tailored and local as possible.
Bacardi recognizes that the global marketing climate has fundamentally shifted and
that the company must alter its strategy to remain relevant. This new strategy will allow
the brand to connect on an increasingly personal level with its customers.

5. Two centers of excellence will
open shortly, in London, UK, and
Hamilton, Bermuda. Bacardi
plans to adopt a similar strategy
for its ready-to-drink and tequila
brands and will establish centers
for them in Shanghai and
Mexico, respectively, in the near
future.