Bacardi Limited

Company Profile
Publication Date: 14 Feb 2011

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Bacardi Limited

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TABLE OF CONTENTS

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............................................................................13 Revenue Analysis...............................................................................................14 SWOT Analysis...................................................................................................15 Top Competitors.................................................................................................19 Company View.....................................................................................................20 Locations and Subsidiaries...............................................................................21

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Company Overview

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 employs about 6,000 people. Bacardi is a private company and has not released its annual reports. Therefore, financial details are not available.

KEY FACTS
Head Office Bacardi Limited 65 Pitts Bay Road Pembroke Hamilton 08 Bermuda BMU 1 441 295 4345 1 441 292 0562 http://www.bacardilimited.com March 6,000

Phone Fax Web Address Financial Year End Employees

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Bacardi Limited
Business Description

BUSINESS DESCRIPTION
Bacardi is one of the largest privately held spirits company in the world. The company's portfolio consists of more than 200 brands and labels, including Bacardi rum, Grey Goose vodka, Bombay Sapphire gin, Martini vermouth, Dewar's Scotch whiskey, Martini vermouth and Cazadores blue agave tequila. Other offerings by Bacardi include cognac, and sparkling wine. The company serves more 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.

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History

HISTORY
Don Facundo Bacardi Masso formed Bacardi Company in Santiago de Cuba in 1862. The early 1900s witnessed strong growth as sales and exports increased. During 1910s, the company opened two bottling plants, one in Barcelona and the other in New York City. During the same period, due to prohibition the bottling plant in New York was shut down. The growth 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. During 1950s the company built a distillery in Puerto Rico, Mexico and a bottling plant on the outskirts of Mexico City. During the same period the company constructed two new Hatuey breweries in Cuba and 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. Despite having 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 Imports from New York City to Miami, Florida. New facilities were built in Spain, Panama, and Bermuda during the 1970s. All Bacardi operations were 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 scotch and Bombay gin in 1998. Bacardi concluded an agreement with Brown-Forman in 2002, to share sales force and logistics operation 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 the same 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 be developed as a second maturation, blending and storage facility for its premium portfolio of Dewar's Scotch whiskies. Bacardi acquired 100% of e.s.japan, its distributor in Japan, in 2008. The company also entered into a long-term distribution agreement where Bacardi would market, sell and distribute the CUTTY SARK Whisky brands in Japan. Bacardi launched Bacardi 'O' an orange-flavored rum in Bangalore, India in December 2009.

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History

In February 2010, Bacardi and Brown-Forman agreed to end their distribution arrangements in Germany. 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 contract was also renewed for Brown-Forman to distribute the Bacardi portfolio of brands in the Czech Republic, also effective from May 2010. In October 2010, Bacardi announced that the initial phase of $250 million investment in Scotch whisky production has been completed.

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Key Employees

KEY EMPLOYEES
Name
Seamus Mcbride Facundo L. Bacardi Victor R. Arellano Jaime Bergel Francisco Carrera-Justiz Robert J. Corti Adolfo L. Danuillecourt Michael J. Dolan Paul De Hechavarria Ignacio De La Rocha John S. Galantic Melanie Liddle Healey Barry E. Kabalkin Roman Martinez Theodore C. Walker Philip Shearer Jacques Croisetiere

Job Title
President and Chief Executive Officer Chairman Director Director Director Director Director Director Director Director Director Director Director Director Director Director

Board
Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board Non Executive Board

Senior Vice President and Chief Financial Officer, Senior Management President and Chief Executive Officer of Bacardi International Limited Global Chief Information Officer Regional President, Asia Pacific Regional President, Europe Regional President, Latin America and Vice President of Global Sales and Corporate Communications Regional President, North America Senior Management Senior Management Senior Management Senior Management

Jeri R. Dunn Harold Dyrik Stefan Bomhard Robert Furniss-Roe

John Esposito John Grey Silvia Lagnado Eduardo Sanchez Scott M. Northcutt Atul Vora

Senior Management

Regional President, Middle East & Africa and Senior Management Senior Vice President, Global Operations Group Chief Marketing Officer and President of Bacardi Senior Management Global Brands Senior Vice President and General Counsel Senior Vice President, Human Resources Vice President, Business Development Senior Management Senior Management Senior Management

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Key Employee Biographies

KEY EMPLOYEE BIOGRAPHIES

Seamus Mcbride
Board: Executive Board Job Title: President and Chief Executive Officer Since: 2008 Age: 56 Mr. Mcbride has been the President and Chief Executive Officer at Bacardi since 2008. He has nearly 30 years of global management experience in the consumer goods industry including marketing, commercial operations and systems.

Facundo L. Bacardi
Board: Non Executive Board Job Title: Chairman Since: 2005 Age: 43 Mr. Bacardi has been the Chairman at Bacardi since 2005. Previously he was the Deputy Chairman of the company. Mr. Bacardi is the Managing Director of Apache Capital LLC, an investment company based in Coral Gables, Florida. He serves on the board of trustees for Northwestern Mutual, Emory University and the Lubee Foundation. Mr. Bacardi also serves as the executive director of the Facundo and Amalia Bacardi Foundation. Mr. Bacardi received a BSBA in Finance from American University and a JD degree from Emory University Law School.

Jacques Croisetiere
Board: Senior Management Job Title: Senior Vice President and Chief Financial Officer, President and Chief Executive Officer of Bacardi International Limited Since: 2009 Mr. Croisetiere has been the Senior Vice President and Chief Financial Officer at Bacardi since 2009. He has more than 30 years of experience in the manufacturing with extensive knowledge in finance, financial and strategic planning, mergers and acquisitions, consumer products, and business development. Mr. Croisetiere is also a Certified Management Accountant. Most recently, he served as Chief Financial Officer at Rohm and Haas. Mr. Croisetiere also worked for Morton International Inc. from 1990-1997 and Sara Lee Corporation from 1983-1990 in various finance-related positions.

Jeri R. Dunn

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Key Employee Biographies

Board: Senior Management Job Title: Global Chief Information Officer Since: 2006 Ms. Dunn has been the Global Chief Information Officer at Bacardi since 2006. Previously, she worked for Nestle, Tyson Foods and Curtis Industries.

Harold Dyrik
Board: Senior Management Job Title: Regional President, Asia Pacific Since: 2005 Mr. Dyrik has been the Regional President, Asia Pacific at Bacardi since 2005. Prior to joining Bacardi, he worked as a strategic management consultant to multinational FMCG companies in Asia. Previously, he worked for Philip Morris International for more than 20 years.

Stefan Bomhard
Board: Senior Management Job 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, Unilever and Procter Gamble. Mr. Bomhard served as Cadburys Chief Commercial Officer with worldwide responsibility 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 foodservice business.

Robert Furniss-Roe
Board: Senior Management Job Title: Regional President, Latin America and Vice President of Global Sales and Corporate Communications Mr. Furniss-Roe has been the Regional President, Latin America at Bacardi since 2011. He has been 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, Middle East & 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 Marketing roles in France and the United States. Prior to joining Bacardi, Mr. Furniss-Roe held marketing positions with Dunhill, LOreal, and JPA. He holds a Masters degree from Oxford University.

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Key Employee Biographies

John Esposito
Board: Senior Management Job Title: Regional President, North America Since: 2006 Mr. Esposito has been the Regional President, North America at Bacardi since 2006. He has spent more than 25 years in the Wines and Spirits industry. Previously, he was President and Chief Executive Officer of Moet Hennessy. Mr. Esposito also held various key positions including President and Chief Executive Officer at Schieffelin & Somerset, President of Premier Beverage Company of Florida, Vice President and Director of Sales for W.A. Taylor & Co, and Vice President, National Sales Manager Seagram Wine Co.

John Grey
Board: Senior Management Job Title: Regional President, Middle East & Africa and Senior Vice President, Global Operations Group Since: 2005 Mr. Grey has been the Regional President for the Middle East & Africa at Bacardi since 2011. He has been with Bacardi since 2005. Previously, he served as Global Logistics Director at The Big Food Group and had also served as Managing Director for its internet retail business. Mr. Grey served nearly 16 years in the Mars organization in a number of increasingly senior roles across operations, supply chain and new product development in both the confectionery and pet food areas of the business.

Silvia Lagnado
Board: Senior Management Job Title: Chief Marketing Officer and President of Bacardi Global Brands Since: 2007 Ms. Lagnado has been the Chief Marketing Officer and President of Bacardi Global Brands since 2010. Previously, she served Unilever as Executive Vice President for Savory products which includes Unilevers largest brand, Knorr. In Ms. Lagnados career with Unilever, she held various positions including global group vice president for Savory; global vice president for Dove; vice president for Deodorants 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 in Europe.

Eduardo Sanchez
Board: Senior Management

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Key Employee Biographies

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

Scott M. Northcutt
Board: Senior Management Job Title: Senior Vice President, Human Resources Since: 2009 Mr. Northcutt has been the Senior Vice President of Human Resources at Bacardi since 2009. He is responsible for all aspects of employee career development, employee benefits, succession planning, as well as management and organization development. Mr. Northcutt has more than 20 years of experience in the international human resources field, having held key leadership positions in several global companies.

Atul Vora
Board: Senior Management Job Title: Vice President, Business Development Mr. Vora is currently the Vice President, Business Development at Bacardi. He has been with Bacardi since 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, he spent 13 years with Coopers & Lybrand in its Audit and Transaction Support functions in the UK and Kenya.

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Major Products and Services

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: Rum Gin Vermouth Scotch whisky Liqueurs Vodka Tequila Cognac Wine Beer

Brands: Bacardi Rum Dewar's Blended Scotch Whisky Bombay Sapphire Gin Grey Goose vodka Cazadores Tequila Eristoff Vodka Martini Vermouth Martini Sparkling Wines

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Bacardi Limited
Revenue Analysis

REVENUE ANALYSIS
Bacardi is a private company and has not released its annual reports. Therefore, financial details are not available.

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SWOT 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 of more than 200 global brands. Strong market presence gives it an edge over its competitors and enhances its brand image. However, dampening consumer confidence and increasing labor costs could lead to a loss of market share of the company, which in turn, would affect its profitability. Strengths Strong brand equity Robust manufacturing capabilities Strong global presence Opportunities Positive outlook for global spirits market Positive outlook for the Indian market Growing wine market Weaknesses Ownership status

Threats Stringent advertising regulations Intense competition Increasing labor costs

Strengths

Strong brand equity Bacardi is one of the largest privately held spirits company in the world. It manufactures varieties of rum apart from gin, vermouth, whisky, liqueurs, vodka, tequila, cognac, wine and beer. Its brand portfolio consists of more than 200 brands and labels, including the following: Bacardi rum, the world's number one selling rum; MARTINI vermouth, the world leader in vermouth; Grey Goose vodka, the world leader in super premium vodka; Dewar's Blended Scotch whisky, the number one selling blended Scotch whisky in the US; Bombay Sapphire gin, one of the fastest growing brands in the spirits industry; and Cazadores Blue Agave tequila, the top selling 100% blue agave tequila worldwide, as well as other leading brands. Strong brand equity gives it an edge over its competitors and enhances its market position. Robust manufacturing capabilities Bacardi has strong manufacturing capabilities. It owns 27 production facilities located in 17 countries including Puerto Rico, Scotland, Italy, France, Spain, Germany and Mexico. Bacardi's distillery in Aberfeldy, Scotland produces a distinctive single malt scotch whisky under the brand name Aberfeldy; The Martini & Rossi plant in Pessione, Italy produces 12 million cases per year and is the company's largest bottling operation worldwide, while the Bacardi facility in Jacksonville is the company's largest bottling facility in the Americas region.

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SWOT Analysis

Strong manufacturing capabilities enable the company to maintain control over quality and respond quickly 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 East and Africa, Latin America and Asia Pacific. The principal markets in North America region include the US, Canada and the Caribbean. The principal markets in Europe, Middle East and Africa regions include Spain, France, Russia, Germany, Italy and the UK. The principal markets in Latin America include Mexico, Brazil, Venezuela, and the Dominic Republic. Bacardi's strong global presence with its wide spread sources of revenues indicates it caters to businesses in different parts of the world. This helps in reducing its business risks across various geographies.

Weaknesses

Ownership status The spirits and wine industry is characterized by a large number of players, with many of them having a worldwide presence similar to Bacardi and is highly competitive in nature. Bacardi is a private company. The company competes with the industry players such as Diageo plc, Pernod Ricard, and Remy Cointreau. The trend of rising competition to increase their presence and gain market share in the industry could result in a situation of price war between the large industry players, which may in turn potentially impact Bacardis pricing structures, forcing the company to lower its prices. In such case, Bacardi may not be able to compete effectively with its competitors and may loose its customers and market share. The companys principal competitors are listed and have greater financial resources, resulting in greater purchasing power, better financial flexibility and more capital resource for expansion and improvement, which enables them to compete more effectively. In addition, the companys competitors can also sustain in the market with low margins for a longer period to gain market 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 with its 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 Datamonitors estimate, the global spirits market grew by 1.02% in 2010 to reach a value of $282,948.5 million. In

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SWOT Analysis

2014, the global spirits market is forecasted to have a value of $318,887.8 million, an increase of 12.7% since 2010. Market consumption volume grew by 2.1% in 2010 to reach a value of 19,112.3 million liters. In 2014, the market consumption volume is forecasted to have a value of 20,902.8 million liters, an increase of 11.77% since 2010. Bacardi specializes in the manufacture, development and distribution of spirits. A growing spirits market thus provides an opportunity for the company to boost its revenues by introducing newer products and increase its customer base by venturing in to newer geographies. Positive outlook for the Indian market The Indian alcoholic drinks market recorded strong growth over the last few years. As per Datamonitors 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 increase of 61.6% since 2010. Market consumption volume grew by 13.8% in 2010 to reach a value of 3,407.4 million liters. In 2014, the market consumption volume is forecasted to have a value of 5,179.3 million liters, an increase of 52.0% since 2010. The company has a strong presence in India through Bacardi Martini India Limited (BMIL), a (74:26) joint venture between Gemini Distilleries and Bacardi. BMIL has 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 in the recent times, and the introduction of Bacardi O product will help the company further strengthen its portfolio of product offerings in India. Thus, the company can leverage the growing alcoholic drinks 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, the global wine market grew by 1.03% in 2010 to reach a value of $309,571.5 million. In 2014, the global wine 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, Grandi Auguri and Magici Istanti. Hence, the company is well positioned to tap the growing global consumption of wine.

Threats

Stringent advertising regulations Alcohol companies have been criticized for the irresponsible portrayal of alcoholic drinks in advertisements. Especially in the European countries, advertising watchdogs have been coming down heavily on alcohol advertising, claiming that such advertisements fuel binge drinking. In order to 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.

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SWOT Analysis

Such stringent advertisement regulations imposed on manufacturers of alcoholic beverages could have 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 larger players are taking the merger and acquisition route to secure brands and market share. Bacardi faces a stiff competition from major global players such Diageo, Pernod Ricard, Fortune Brands and Brown-Forman, each of which has several brands that compete directly with Bacardi. Most of the major 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 grow their own inputs. For example, Pernod Ricard has its own agave fields, to ensure reliable supplies of agave cactus for its tequila products. The company competes against much larger players in the market 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 adversely affect 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 increased overtime, government mandated increases in minimum wages and a higher proportion of full-time employees are resulting in an increase in labor costs. As per Fair Labor Standards Act, the federal minimum wage rate in the US, which had remained at $5.15 per hour since 1997, increased to $5.85 per hour in July 2007 and subsequently to $6.55 per hour in July 2008. The federal minimum wage rate further increased to $7.25 per hour in July 2009. The minimum wage in the US is expected to increase further in 2011. Similarly, in the UK, the national minimum wage was increased to 5.93 in October 2010. In the UK, the minimum wage had gone up by 64.7% since the government introduced the minimum wage policy in 1999.The increased labor costs would affect the company's margins as the company employs majority of its workforce in the US and the European region.

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Top Competitors

TOP COMPETITORS

The following companies are the major competitors of Bacardi Limited

Diageo plc Pernod Ricard Remy Cointreau Fortune Brands, Inc.

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Company View

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

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Locations and Subsidiaries

LOCATIONS AND SUBSIDIARIES

Head Office
Bacardi Limited 65 Pitts Bay Road Pembroke Hamilton 08 Bermuda BMU P:1 441 295 4345 F:1 441 292 0562 http://www.bacardilimited.com

Other Locations and Subsidiaries

Bacardi-Martini B.V. Groningenweg 8 NLD Bacardi-Martini Gmbh Handelskai 94-96 Millennium Tower 1200 Wien, Wien Austria AUT Bacardi-Martini Danmark A/S Baltorpbakken 1 2750 Ballerup, Kobenhavn DNK

Bacardi-Martini Asia Pacific Limited 18/F Bank Of East Asia Harbour View Ctr 56 Gloucester Rd Wan Chai HKG Bacardi-Martini Ltd. Church Green Close Kings Worthy Winchester SO23 7TW, England GBR

Bacardi Gmbh Hindenburgstr 49 22297 Hamburg DEU

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