Exclusive - BERMUDA: Bacardi chief urges education drive around cocktails

By | 17 October 2013

Bacardis Ed Shirley believes cocktails are the key to future spirits growth

Bacardi's Ed Shirley believes cocktails are the key to future spirits growth

The head of Bacardi has called on spirits producers to do more to improve consumers' knowledge of cocktails to help drive growth in the overall category.

In an exclusive interview with just-drinks, Ed Shirley, president & CEO of the privately-held firm, said the spirits sector needs to work together on the issue. “If we as an industry can help consumers better understand how to make cocktails and enjoy them we can continue to fuel the growth in the sector,” he told just-drinks earlier this month.

Shirley said that education for consumers around cocktails offers the spirits category's “biggest growth opportunity”.

In a wide-ranging, two-part interview, Shirley, who joined the Bermuda-based spirits group in March last year, also bemoaned the sector's image in the retail environment. “The spirits industry needs a shake-up in terms of how we present the category to consumers,” he said. “If you go down the large aisles of the large retailers, all you see is a sea of bottles, whether it's wine, or spirits. They're not differentiating themselves and helping consumers decide why they should enter this category or this brand.”

Shirley admitted that he is not satisfied with the company's current performance and suggested it has not done enough to tell the stories behind its brands, such as Bacardi rum and Martini. “We'll tell those stories and I'm confident it will connect with consumers,” he said.

Asked about potential M&A opportunities, Shirley suggested the group is not actively on the hunt for anything in particular. “We are going to focus on the things we do have, which we think are really underdeveloped,” he said.

Earlier this month, the company unveiled a new global marketing campaign for its vodka brand Grey Goose.

Expert analysis

Bacardi Limited - Mergers & Acquisitions (M&A), Partnerships & Alliances and Investment Report

MarketLine's Company Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments reports offer a comprehensive breakdown of the organic and inorganic growth activity undertaken by an organization to sustain its competitive advantage.

Sectors: Spirits

Companies: Bacardi

View next/previous articles

Currently reading -

Exclusive - BERMUDA: Bacardi chief urges education drive around cocktails

There are currently no comments on this article

Be the first to comment on this article

Related research

Bacardi Limited - Mergers & Acquisitions (M&A), Partnerships & Alliances and Investment Report

MarketLine's Company Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments reports offer a comprehensive breakdown of the organic and inorganic growth activity undertaken by an organization to sustain its competitive advantage....

Bacardi & Co Ltd in Wine (World)

Bacardi’s position as the world’s 12th biggest wine company by volume is based almost entirely on its Martini vermouth and other sparkling wine brand variants. With these products focused in the mature markets of Western Europe and North America, thi...

Global market review of rum – forecasts to 2017

For a category that sells around 146.4m cases annually, it may seem unusual to characterise Rum as a relatively unexploited opportunity. Indeed it is already a diverse and eclectic category with a wide geographic spread but there are a number of regi...

Related articles

just the Round-Up - The week in drinks

The top ten stories published on just-drinks this week:

GLOBAL: International Center for Alcohol Policies, Global Alcohol Producers Group to merge

The International Center for Alcohol Policies and the Global Alcohol Producers Group have agreed to amalgamate their operations.

BERMUDA: Bacardi president & CEO exits

Bacardi has announced that its president & CEO, Ed Shirley, has left the company after two years in the role.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page