BACARDI Rum Portfolio Brand Story

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cane spirits (known as aguardientes) were crude & harsh –

due to wild fermentations and few refinement techniques

Don Facundo Bacardí Massó identified that the emerging middle class in Cuba, who were accustomed to drinking fine wines & European spirits, found these aguardientes unpalatable

He set out to create a locally produced spirit that was fit for the sophisticated palettes of the most refined drinkers

Experimenting with established European production techniques he created a range of light, smooth and well balanced rums, which could be sipped neat, or mixed with spring water to make a more refreshing drink
Ron BACARDI Superior Carta Blanca
Ron BACARDI Superior Carta de Oro
Ron BACARDI Añejo
A special family reserve that would later be launched as Ron BACARDI 8 Años

Don Facundo’s pioneering rum making process has allowed modern day Maestros de Ron BACARDI to create different interpretations of BACARDI Rum

is the ‘Master Story’ for all of the BACARDI Rum

portfolio.

It explains how Don Facundo revolutionised rum; how his family continued his legacy and grew the BACARDI Rum brand; and how the rum that he created turned rum from a drink only consumed by lowest orders of society into a drink for the more sophisticated consumers.

It’s focus is specifically on BACARDI Superior Rum as it is this brand that plays the biggest role in the BACARDI Rum portfolio today. It is also this brand that best highlights the unique balance and lightness of the BACARDI Rum portfolio.
It is specifically BACARDI Superior Rum that has the ability to enhance light flavoured ingredients without either dominating or disappearing in them
The rest of the portfolio can also deliver a well balanced drink, however the flavour of the mixing ingredients needs to be much more intense for these rums to balance

What follows are specific stories for the different BACARDI Rum brands that complement and enhance the wider BACARDI Rum brand story.

Facundo Bacardí Massó revolutionised rum by pioneering a new rum

making process which set the standard for future rum production.

Using an isolated strain of yeast, known today as La Levadura BACARDI, he was able to consistently deliver a specific and unique flavour profile which is evident across the whole BACARDI Rum range.

He then distilled two separate rum bases (BACARDI Aguardiente and BACARDI Redestilado) which he used in a parallel production process. This allowed him to blend different interpretations of the BACARDI Rum flavour profile.

This parallel production process is fundamental in understanding the BACARDI Rum portfolio. Using the same two rum bases; ageing them to develop their flavour; and charcoal filtering to refine them and create balance, the Maestros de Ron BACARDI can blend an infinite number of interpretations of the BACARDI Rum flavour profile – and therefore an infinite number of different BACARDI Rum brands.

Blanca
Ron BACARDI Superior Carta de Oro
Ron BACARDI Añejo
Ron BACARDI 8

Años *

1873
Ron BACARDI 1873

1968
BACARDI 151º Rum

1982
BACARDI Solera 1873 Rum

1983
BACARDI Premium Black Rum
BACARDI Select Rum

* Ron BACARDI 8 Años remained the family preserve until it was launched for commercial sale in 1996

1995
BACARDI Flavour Range (BACARDI Limón)

1996/7
Ron BACARDI Casa

1998
Ron BACARDI 8 Años *

2000
Ron BACARDI Reserva

2003
Ron BACARDI Reserva Limitada

Rum, BACARDI Añejo Rum and BACARDI 8 Year Old Rum
Don

Facundo Bacardí Massó knew that rum was the most popular drink in the Caribbean, due to the large sugarcane industry, but he also knew it was highly variable in standard, and generally poor. Haphazardly fermented, harsh, unpalatable, and unrefined, it was called Aguardiente – literally ‘burning water’ or ‘fire water’. It was a spirit found unpalatable by the emerging middle classes who were more accustomed to drinking European fine wines and spirits. Identifying an opportunity he set out to invent something smoother and more refined.

Spending over a decade experimenting with European spirit production techniques he pioneering a rum making process which set the standards for future rum production. His innovations in rum production included: using a single strain of yeast to deliver consistency; creating a parallel process by re-distilling his lighter Aguardiente to produce a purer rum he called Redestilado; purposefully ageing his rums in order to deliver specific flavour profiles he could later blend together; and charcoal filtering his rum to remove unwanted and reduce dominant flavours.

By 1862 he had created four different rum formulas – Ron BACARDI Superior Carta Blanca, Ron BACARDI Superior Carta de Oro*, Ron BACARDI Añejo and Ron BACARDI 8 Años. All four of these rums stood out amongst existing rums as being lighter, smoother and well balanced thanks to the rum making process Don Facundo had pioneered.

His family and friends convinced him to purchase a small tinned room distillery in Santiago de Cuba and on the 4th February of 1862, he founded the Bacardi Company selling Ron BACARDI Superior Carta Blanca, Ron BACARDI Carta de Oro and Ron BACARDI Añejo. (see specific story for BACARDI 8 Años)

* Ron BACARDI Carta de Oro is known today as BACARDI Gold Rum or BACARDI Oro Rum

Rum
Due to the nature of ‘British Style’ Navy Rums, dark

rum developed a reputation for being strong, pungent and harsh. Blended from mostly pot-still rums sourced from around the Caribbean and South America these dark rums developed into a style that was intensely flavoured and far from balanced. Their profile included tropical fruits (specifically over-ripe pineapple), heavily charred oak, salty liquorice and hints of tar and tobacco.

During the 1980’s a need developed in Canada for the Bacardi Company to develop a full flavoured rum that could compete with these heavy bodied dark rums, popular due to the colder climate.

The Maestros de Ron BACARDI rose to the challenge to create a BACARDI rum that delivered the heavier body associated with dark rums whilst staying true to Don Facundo Bacardí Massó rum making principles by being light (in the context of the dark rum category), balanced and of the highest quality.

Using the pioneering production process first created by Don Facundo 121 years previously the Maestros de Ron BACARDI crafted a full-bodied rum that embraced the more intense fruity, woody and smoky flavours associated with dark rums, yet was perfectly balanced and lighter then traditional Navy Rums. This made it the perfect dark rum for mixing long with strong and robust flavours such as ginger and tropical fruits or adding flavour without overpowering such cocktails as the Mai Tai.

The original name given to this rum was BACARDI Premium Black Rum, a name which changed over the years to BACARDI Black Rum or BACARDI Select Rum.

In Cuba’s Fight For Independence Against The Spanish
Ron BACARDI 1873

was the first BACARDI Rum blended by someone other than Don Facundo Bacardí Massó.

Outside the Bacardi distillery in 1873, Facundo Bacardí (Don Facundo’s son) witnessed forty two men summarily executed by firing squad within a few metres of the coconut palm (El Coco) that he had planted when he was a boy.

They were the passengers of the American flagged sloop, the Virginius, captured by the Spanish Navy and brought into Santiago harbour because it had aided Venezuela during a financial dispute with Spain. Some of the victims were members of the Cuban independence movement, but the American captain and his crew of British, Canadian and Jamaican sailors, were also shot. The atrocity was still haunting Facundo Bacardí 42 year later when he wrote to Emilio (his brother):

“if that coconut palm next to the front door of the distillery could speak how many stories could it tell? Not all of them would be joyful… It saw the poor patriots of the Virginius fall… You can imagine the effect this had on me, looking at that precise moment when only the legs of the martyrs were visible, having been thrown into a cart that drove them off to the cemetery”

The distraught Facundo Bacardí, who by now had inherited his father’s secret rum formula, tried to put the horrors of the war out of his mind by a preoccupation with work and experiments on new blends of his own. He produced a single-barrelled rum which he named Ron BACARDI 1873 to commemorate the victims of the Virginius.

Single Barrel Blend
In 1873, Don Facundo’s son – also called

Facundo Bacardí – became the second person to blend a rum under the BACARDI Rum name. It was a single barrelled rum blend which he created to commemorate the massacre of passengers and crew from the Virginius, an American flagged sloop, captured by the Spanish Navy for having aided Venezuela in a financial dispute with the Spain.

One hundred and nine years later, the Bacardi Company in Mexico would take inspiration from this BACARDI Rum and create a modern interpretation of Facundo Bacardí’s classic.

The Maestros de Ron BACARDI at La Galarza and Tultítlan production facilities blended a rum which they then placed back into American white oak barrels for a further period of ageing. This double-ageing process, a version of the ‘Solera’ system made famous by Sherry and Brandy company’s in Jerez, Spain, allows the product to develop a richer, smoother and more rounded oak and caramel flavour.

In commemoration of Facundo’s classic rum the new blend would be called Ron BACARDI Solera 1873.

always been proud of its Cuban heritage and for the

role that both the Company and family played in the establishment of Cuba as in independent republic at the turn of the 20th century.

In honour of its Cuban heritage the Bacardí family commissioned the Maestros de Ron BACARDI in 1996/7 to create a Limited Edition blend of BACARDI Rum, which was named Ron Casa BACARDI.

With Cuba’s reputation for producing the world’s finest cigars and the Bacardi Company’s fame for having created the world’s greatest rum in Santiago de Cuba, it was a logical step for America’s pre-eminent cigar magazine ‘Cigar Aficionado’ to combine the two. In an exclusive product launch, Cigar Aficionado began selling Ron Casa BACARDI as a product aimed at the “niche heavily populated by cigar lovers who might drink Cognac with their premium smokes” (Alejandro Benes, Cigar Aficionado)

The advert that was created to publicise this Limited Edition exclusive stated “When the great Cuban cigars were born, they were enjoyed with Cuba’s great rum. BACARDI. Founded in Cuba, 1862.”

Ron Casa BACARDI became an instant success and signalled to the Bacardí family that a market had developed for exquisitely crafted aged rums, designed specifically for sipping. It was this revelation that led to the official public launch of Don Facundo’s original formula for BACARDI 8 Year Old Rum.

1862
The formula for BACARDI 8 Year Old rum was originally

developed by Don Facundo Bacardí Massó in 1862 but he reserved his masterpiece exclusively for the enjoyment of the Bacardí family.

Many years later the Bacardi Company would develop a special limited edition blend called Ron Casa BACARDI which became an instant success and signalled to the Bacardí family that a market had developed for exquisitely crafted aged rums, designed specifically for sipping.

It was with pride, in 1998, that the sixth and seventh generation of the Bacardí family chose to launch Don Facundo’s original masterpiece to the world.

Centre In Puerto Rico
In 2003, BACARDI Reserva Limitada Rum was

created by the Maestros de Ron BACARDI in honour of Don Facundo Bacardí Massó and the Bacardí family, to celebrate the inauguration of the BACARDI Rum Visitor Centre in Puerto Rico.

According to Luis Planas, the Maestro de Ron BACARDI who crafted this masterpiece, the blend is affectionately said to capture ‘the refinement of a rebellious spirit’. “It was born accidentally when a few years ago I decided to set aside a few barrels… it was almost as if Don Facundo himself was telling me: ‘Luis, keep aside some of those barrels because from there something good will come’. That is what I did and from the resulting liquids I began to blend what has resulted in a fine product that only a house, pioneering in rum, like Bacardi, could develop.”

BACARDI Reserva Limitada Rum is a product characterised by its length of aging in lightly charred American white oak barrels. Rum bases as old as 16 years can appear within the blend, though as with all BACARDI Rum brands the youngest rum base is aged for as long it takes to deliver the specific flavour profile that the Maestros de Ron BACARDI are looking for.

With this blend the Maestros de Ron BACARDI have achieved a perfect balance between the rum, wood and fruit notes which are typical in rums that have been aged for a long period of time. Specifically it has been blended to ensure that none of the dominant components associated with ‘old’ rums, like tannins, secondary alcohols or fruity esters are perceived to overpower the final taste. Its taste is rich, smooth and mellow with a velvety finish that lingers in the mouth for your enjoyment.

As the name suggests BACARDI Reserva Limitada Rum is truly a ‘Limited Reserve’. Made available exclusively in the Puerto Rico Visitor Centre, its availability was increased in 2008 to included selected Caribbean islands.

USA as a piece of brand innovation to:
Provide incremental volume

for BACARDI Rum by creating an offering that consumers could drink outside of the “… and Coke” occasion.
Drive frequency of BACARDI Rum portfolio consumption by offering an alternative to vodka and (specifically) flavoured vodka
Increase the BACARDI Rum portfolio’s share of the white spirit category

After becoming the fastest spirit launch to reach 1 million nine-litre cases, and securing a strong foothold in the US flavoured white spirit market the range has been increased with new flavour launches over the years
BACARDI Limon BACARDI Cóco
BACARDI 0 BACARDI Big Apple
BACARDI Razz BACARDI Grand Melón
BACARDI Vanila (now obsolete) BACARDI Peach Red

The BACARDI Flavours Range are blended to deliver an intense fruit flavour. However the use of BACARDI Superior Rum in the blend gives them a richer, smoother and sweeter spirit base which you don’t get from a neutral spirit base like vodka. The end result is more depth and balance in mixed drinks versus flavoured vodkas.

Company archives have not unveiled any specific stories for BACARDI

Reserva and BACARDI 151º Rum

If these are discovered they will be added to the overall brand story

NB: It is important to note that the brand stories are based on Fact and not Fiction and therefore we urge local markets not to create their own stories for these brands. After all the BACARDI Rum brand story is strong enough to create any specific sales arguments required for any BACARDI Rum brand.

For Sophisticated Drinking
La Levadura BACARDI ferments very quickly & produces

very light spirits
Don Facundo’s BACARDI Aguardiente was much lighter than other cane spirits
Re-distillation produced an even lighter spirit (which he called BACARDI Redestilado)

All BACARDI Rum brands are light in the context of their category
BACARDI Superior rum is a light white rum
BACARDI Gold Rum is a light golden rum
BACARDI 8 Year Old Rum is light versus gold rums of similar ages
BACARDI Select Rum is light versus other dark rums

Balanced Flavour Profile
All BACARDI Rum Brands are blended to ensure

that they are balanced with no single flavour dominating over any other
This is a product truth regardless for all BACARDI Rum brands

Specific Examples
BACARDI Superior Rum perfectly balances the softer notes from ageing (e.g. vanilla & almonds) and the light floral and citrus notes from the BACARDI Aguardiente and BACARDI Redestilado, without the stronger notes from ageing (wood & caramel) dominating
BACARDI Select Rum – a perfect balance of the heavier charred wood notes with the more intense tropical fruits to ensure the final product has a harmony of flavours.

Rum
All BACARDI Rum brands use the same ingredients of the

highest quality
La Levadura BACARDI:
A proprietary ingredient that provides all BACARDI Rum brands with a unique flavour profile
BACARDI Molasses
A premium for which is paid to ensure that it has the specific flavour, sugar, vitamin and mineral profile required to make BACARDI Rum
Demineralised water
A purification treatment used to ensure a consistent and high quality water

Absolute dedication to quality throughout the rum making process
Tasted by the Maestros de Ron BACARDI at every stage of the rum making process
Specific quality assurance steps to maximise product quality
e.g. the ‘polishing filter’ & rinsing each bottle with BACARDI Rum prior to filling

Over 190 medals awarded to BACARDI Rum making it the World’s most awarded premium rum brand
Many of the early medals were awarded for technical innovation and product quality

That Rum Must…
… be made from a derivative of the

sugar cane
Sugarcane juice, sugarcane syrup or sugarcane molasses

… be distilled to a strength lower than 96% ABV / 192º PROOF
At 96% ABV / 192º PROOF it becomes a neutral spirit with no discernable flavour characteristic

… contain the flavour characteristics associated with rum

… be bottled at a minimum strength (which will vary by market)
E.g. 40% ABV / 80º PROOF in USA *
E.g. 37.5% ABV / 75º PROOF in Europe **

Specific countries may then have additional specific local regulations

* The US ‘Flavoured Rum’ category requires a minimum strength of 30% ABV / 60º PROOF
** The EU prohibits using the descriptor ‘Rum’ if flavours have been added – if flavours have been added the descriptor becomes ‘Rum Based Spirit’ or ‘Flavoured Spirit’ – this is the case for ‘spiced’ or ‘fruit flavoured’ variants.

water are combined
The water dilutes the sugar, the yeast consumes

this and produces alcohol, known as the ‘mash’

Distillation
The mash is heated and the alcohol evaporates before the water
‘Rum’ is the name given to the alcohol that is condensed from this mash
Traditionally this was done in a pot-still
Enrique Schueg introduced a column-still to Cuba in 1889 and BACARDI Rum began to be distilled in a column-still

Other techniques are optional (though some may be required or prohibited by different countries) and may include:
Ageing unblended rums, blending, ageing blended rums, filtering (types of filters vary), adding flavour * (e.g. spices, fruits), etc.

* The EU prohibits using the descriptor ‘Rum’ if flavours have been added – if flavours have been added the descriptor becomes ‘Rum Based Spirit’ or ‘Flavoured Spirit’ – this is the case for ‘spiced’ or ‘fruit flavoured’ variants.

brands are made using the same rum making process that

Don Facundo Bacardí Massó pioneered in 1862.

Using an isolated strain of yeast, known today as La Levadura BACARDI, he was able to consistently deliver a specific and unique flavour profile which is evident across the whole BACARDI Rum Range.

He then distilled two separate rum bases (BACARDI Aguardiente and BACARDI Redestilado) which he used in a parallel production process. This allowed him to blend different interpretations of the BACARDI Rum Flavour profile.

This parallel production process which is fundamental in understanding the BACARDI Rum Portfolio. Using the same two rum bases; ageing them to develop their flavour; and charcoal filtering them to refine them and create balance, the Maestros de Ron BACARDI can blend an infinite number of combinations of BACARDI Rum brands. *

The following slides are the individual stories pertaining to each different BACARDI Rum Range brand.

* This point is fundamental to the BACARDI Rum portfolio story

Production That Set The Standards For Rum Making
Use of an

isolated single strain of yeast
This allows a controlled fermentation and provides a consistent flavour profile time after time

A parallel rum making process
Distilling two separate rum bases (BACARDI Aguardiente & BACARDI Redestilado) and developing their flavour profiles in parallel before blending them together
This allows flexibility to produce a range of different rums

Purposeful ageing
Ageing rum bases until they have reached desired flavour profiles
This allows flavour, aroma, smoothness and colour to develop in the rum bases

Charcoal filtration
Removing or reducing unwanted flavour notes from the rum bases
This allows the Maestros de Ron BACARDI to control the flavour development of the specific BACARDI Rum that they are blending

High Quality Ingredients
La Levadura BACARDI provides a flavour profile unique

to BACARDI Rum
BACARDI Rum is made using molasses with a specific flavour profile
BACARDI Rum is made using water purified to ensure consistency

Same Two Fermented ‘Mashes’*
Each mash has a specific flavour profile

required to make a different rum base
La Levadura BACARDI ferments very quickly (between 22 & 30 hours)
It takes longer for the BACARDI Aguardiente mash to develop its flavour than the BACARDI Redestilado mash

* See specific exception for BACARDI 1873 Rum

Distilled Rum Bases – BACARDI Aguardiente and BACARDI Redestilado*
* See

specific exception for BACARDI 1873 Rum

BACARDI Aguardiente is a heavier rum full of flavour, aroma and character
BACARDI Redestilado is a lighter rum with a more delicate flavour profile

Oak Barrels
The duration of the ageing process varies by brand

but all are aged until they develop the specific flavour profile required by the Maestros de Ron BACARDI
No BACARDI Rum brand is aged for a minimum time period*

* See specific exception for BACARDI Flavours Range

And Proprietary Charcoal Recipe
Different charcoals allow the Maestros de Ron

BACARDI to remove unwanted and reduce dominant flavours
The specific charcoals used are a secret blend that will differ depending on which BACARDI Rum brand is being produced by the Maestros de Ron BACARDI

Historical Flavour Profile To Ensure Consistency
The Maestros de Ron BACARDI

compare the incumbent blend against samples from historical productions to ensure that the taste profile remains consistent time after time.

Quality Assurance Checks To Maintain The Highest Level Of Quality

And Consistency

Care And Skill Throughout The Rum Making Process Of Every

BACARDI Rum Brand

Every step in the process with a BACARDI Bat Device represents a point where the Maestro de Ron BACARDI needs to taste the product and make active decision about the development of its flavour profile.

Superior Rum is aged to develop the soft wood flavours

(vanilla & fruits)
BACARDI Superior Rum is charcoal filtered to remove any dominant wood notes
The specific charcoal that is used to do this also removes the colour from the rum

2

2

1

1

period to develop a rich and mellow flavour profile
Charcoal filtered

to create a light background of oak & caramel

2

2

1

1

the American white oak barrels
Longer ageing period to develop a

sweeter character
No filtration of the BACARDI Aguardiente after ageing

3

2

2

1

1

the American white oak barrels
Longer ageing period to develop a

sweeter character
No filtration of the BACARDI Aguardiente after ageing

3

2

2

1

1

period to develop a rich woody character
Charcoal filtered to create

balance with no single dominant note
Bottled at 75.5% ABV / 151º PROOF to retain the full characteristics of the barrel

2

2

1

1

3

period to develop an intense wood-aged flavour
Charcoal filtered to create

balance with no single dominant note

2

2

1

1

prior to ageing for a cleaner flavour profile
Longer ageing period

to develop a sweeter caramel character
No filtration of Aguardiente or Redestilado after ageing

3

3

2

2

1

period to develop a sweeter caramel and oak character
After blending

the product is returned to barrels for additional ageing and flavour development (following a ‘Solera’ ageing system)

1

1

2

aged and filtered BACARDI Aguardiente only
Longer ageing period to develop

a heavier wood character

1

2

longer ageing period for a deep barrel flavour
A declared

minimum age of 8 years (though often this is older)
Charcoal filtered to create balance with no single dominant note

2

2

1

1

ageing period to develop an intense yet delicate sipping rum
Charcoal

filtered to remove the ‘rancid’ notes that start develop after 10+ years in a wood barrel

2

2

1

1

prior to ageing for a cleaner flavour profile
Barrels are half

lightly and half heavily charred to develop a specific flavour profile
Longer ageing period to develop a sweeter character
No filtration of Aguardiente or Redestilado after ageing

Blend of BACARDI Superior Rum and un-aged BACARDI Redestilado
A second

Blending stage with ‘fresh fruit extracts’

1

2

It Also Loses Delicacy And Lightness
It is important to understand

not only what a rum gains by extended periods in a barrel but also what it loses as a consequence of this extended maturation period

As the rum bases* are absorbed into the wood they react with the tannin and vanillin in the oak to form esters and other compounds that impart flavour, aroma, colour and smoothness

In addition an oxidisation process takes place which also helps the development of flavour, aroma, colour and smoothness

The longer the rum bases remain in contact with the wood the more intensity of flavour and aroma develops

As the rum bases age they are also subject to evaporation (known as the Angel’s Share) which concentrates the flavours in the liquid.
An evaporation rate of 5–10% p.a. exists in the tropics vs 2-3% p.a. in colder climates such as Scotland
This accelerates the ageing process and means that a 5 year old rum experiences the same flavour development as whisky which has been in a barrel for between 12-15 years

* Rum Bases = BACARDI Aguardiente and BACARDI Redestilado

From American White Oak
We use ‘One Use Selected Barrels’ (ie.

barrels that have been used once)
New barrels deliver too much wood intensity and give the product a bitter smoke and resin flavour that Don Facundo did not want in his rums
In 1862 Don Facundo bought his distillery from an English whisky distiller in Santiago de Cuba – the distillery came with a number of used whisky barrels
Today the barrels used to make BACARDI Rum come from the American Whiskey and Bourbon industry where the law insists that they can only be used once
NB: before the barrels are used for BACARDI Rum they are treated to remove any residual American Whiskey or Bourbon flavour that may remain in the wood

American white oak imparts the required flavour profile that Don Facundo was looking for
It is also a durable and highly porous wood

The average life of a BACARDI Rum barrel can vary between 10 and 16 years
They are used repeatedly until they no longer deliver the required flavour profile

Each barrel has a capacity for 180 Litres / 47.6 US Gallons of rum
However they are only filled to 90% capacity to accelerate the oxidation process

BACARDI Aguardiente Or BACARDI Redestilado
To ensure that no American Whiskey

or Bourbon flavour remains in the wood:
The barrels are filled with water and allowed to soak
They are then emptied and steam cleaned
The interior of the barrels are then scraped (fig 1)
The barrels are charred (fig 2)

Charring the barrels creates a charcoal rich environment that…
… creates more pores in the wood, making it more receptive to the rum
… accelerates the ageing process by increasing the absorption rate of the barrel
… delivers flavour, aroma, colour and smoothness

The barrels used to age BACARDI Aguardiente and BACARDI Redestilado are only charred the first time they are used
Each barrel will then only ever be used to age one specific rum base

Fig 1: Scraped barrel

Fig 2: Charred barrel

The Required Flavour Profile
All BACARDI Rum brands are blended to

deliver a specific flavour profile and not for a minimum period of time
Even BACARDI 8 Year Old Rum is aged until it is ready (usually in excess of 8 years)

The age of the youngest rum in any given blend will differ every time it is blended. This is due to:
… the age of the barrels used
As the barrels get older and are used more than once it takes longer for them to impart the flavour profile required
… the position of the barrels in the warehouse
Barrels positioned at the top of a stack of barrels will develop differently from those positioned in the centre of a stack of barrels due to temperature, air circulation, etc.
… the temperature and climate of the warehouses
Temperature affects evaporation which in turn concentrates and intensifies the flavours in the rum bases
Fluctuations in temperature on a yearly basis can affect the overall flavour development from batch to batch

Therefore it is not possible to accurately state the specific age of the different BACARDI Rum brands

Rum Brands?
This information is for internal use only and no

statements of average or minimum ages should ever be made externally
With the exception of BACARDI 8 Year Old Rum which has a claimed age statement

The term ‘average minimum age’ means that the flavour profile required by the Maestros de Ron BACARDI could develop either sooner or later than the time specified on the list below

But Less Delicately Flavoured Rum
The longer a rum is aged…
…

the more the flavour characteristics imparted by the barrel intensify
Key notes include wood, vanilla, caramel and spice flavours
… the more the natural flavours in the rum change and develop intensity
These flavours originally come from La Levadura BACARDI and the molasses
… the fewer individual flavours become apparent in the final rum
As certain flavours intensify they overpower lighter ones and fewer flavours standout
… the more ‘light and delicate’ flavours are masked by new intense flavours
E.g. the delicate floral notes from BACARDI Superior Rum are completely lost even in BACARDI Gold Rum as the wood and vanilla notes become more prominent and hide them
… the less light, refreshing and balanced the final rum becomes when mixed
More intensity of flavours means that to create a ‘perfectly balanced’ drink it is necessary to use stronger tasting ingredients
NB: This does not mean that drinks made using intensely flavoured rums and light tasting ingredients will taste ‘bad’ it simply means that the rum flavour will dominate and they won’t be as well balanced

Conclusion: ‘older’ rums are not ‘better’ than ‘younger’ rums, they simply have a different flavour profile and deliver a different consumer experience

As The BACARDI Rum Bases Age?
NB: This list is not

exhaustive and only looks at flavours that appear / develop in the BACARDI Rum range

of comprehensive tasting notes for will not be available until

Jan/Feb 2009

However, tasting notes for the BACARDI Flavours Range are included in this presentation

work?
The olfactory bulb identifies chemical compounds
These trigger a sense memory

in the brain
The brain attributes this sense memory to a flavour

As everybody has a different sense memory, not everybody identifies aroma and flavour in the same way
This is why Maestros de Ron BACARDI train their senses for over a decade to become specialists in blending BACARDI Rum to a historical flavour profile

However, even the Maestros de Ron BACARDI sometimes identify aroma a flavour at different intensities
This is why an expert tasting panel checks every batch of BACARDI Rum after it has been blended by the Maestros de Ron BACARDI

This subjectivity makes it difficult to create a set of tasting notes that are consistent across a set of expert tasters

BACARDI Rum Portfolio
In Jan / Feb 2009 a set of

accurate and consistent tasting notes as agreed by a consensus of Maestros de Ron BACARDI will be added to this presentation.

They will be based on a detailed sensorial and chemical evaluation of the BACARDI Rum portfolio
This will allow any flavour descriptors used to be supported with a factual understanding of where the tasting note has come from
E.g. BACARDI Superior Rum has light banana notes which comes from the fruit esters that are present in the rum

These tasting notes will be expressed in three different levels of detail
Taste descriptor which can be used for consumer facing materials
A comprehensive list of flavour notes which can be used when conducting a tasting
A breakdown of where these flavours come from for expert knowledge
– e.g. banana notes come from fruit esters, wood notes come from … etc.

In April 2009 we will then provide a competitor rum matrix with a similar analysis for our core ‘traditional rum’ competitors
This will be an ongoing process after April 2009 with other rums being added over time

impose its intense fruit character whether drunk neat, over ice

or with any given mixer

The BACARDI Flavours Range can be separated into two distinct styles:
Citrus Flavours: using only the essential oils extracted from the fruits’ peels
BACARDI Limón – lemons, limes and grapefruits
BACADRI O – Valencia oranges, tangerines and mandarins
None-Citrus Flavours: using only the concentrated flavours extracted from fresh fruits
BACARDI Razz – raspberries and marionberries
BACARDI Cóco – coconut
BACARDI Big Apple / Apple – Fuji, Golden Delicious, Granny Smith apples and pear
BACARDI Grand Melón – watermelon
BACARDI Peach Red – California freestone peaches

The Flavour Profile Of The BACARDI Flavours Range

Set (Based on Taste Profile / Style)

Establishes Its Competitive Set (From A Taste Point Of View)
The

following charts identify:
Description of each BACARDI Rum Brand in the context of its category
E.g. BACARDI Superior Rum: ‘Light, floral and fruity white rum designed for mixing’
Competitive context within rum (from a taste point of view)
Competitive context outside of rum (from a style point of view)
E.g.
The flavours each rum brings to a mixed drink
E.g. BACARDI Superior Rum: ‘Light, fruity, crisp and floral’

Mixed Drink? And What Is Its Competitive Set?

Mixed Drink? And What Is Its Competitive Set?

Brands
It is important to note that deciding whether a flavour

combination works or doesn’t work is highly subjective and will depend on…
… the personal likes or dislikes of the drinker
… the specific choice of brand / freshness of ingredients / variety of ingredient

To deliver an objective tasting focus was given to the flavours that develop in the drink and whether they complement each other
Rather than on whether the judges actually liked or disliked them

Specific methodology:
Branded ingredients were used to mirror the most common brands used in the trade
Coca-Cola, Ocean Spray Cranberry, Schweppes Ginger Ale, etc…
Both fresh and concentrated fruit juices were used (as specified)
A ratio of 15ml spirit to 35ml mixer was used consistently
Based on perfect serve for The BACARDI Superior Rum Original Cuba Libre (our most commonly consumed spirit & mixer combination).
All combinations were tasted over various sessions by two judges
David Cordoba (Global BACARDI Rum Brand Ambassador) and Enrique Comas (Global Brand Manager and BACARDI Rum Trainer)

* NB: BACARDI 8 Year Old Rum & BACARDI Reserva Limitada Rum were not analysed as they are sipping not mixing rums

if…
… the rum and mixer complemented each other and delivered

a pleasant flavour
Including when the rum disappeared in the mixer but maintained a pleasant flavour
Including when the rum dominated the mixer but maintained a pleasant flavour

It was seen to not work if…
… the rum and mixer did not complement each other and did not deliver a pleasant flavour
Including when the mixer or the rum disappeared and overall flavour was unpleasant
Including when the mixer or the rum dominated and the overall flavour was unpleasant

It was seen to still work if…
… the mixer dominated the rum but the combination still delivered a refreshing or pleasant drink

If was seen to deliver perfect balance if…
… the rum enhanced the final drink rather than dominating or disappearing in it
BACARDI Superior Rum delivers this with the lighter flavours
More intensely flavoured BACARDI Rum brands do this with stronger flavours

Limitada Rum were not analysed as they are sipping not

mixing rums

Mixed With Cola?
As the primary usage for most BACARDI Rum

brands is Cola a special focus has been given to which flavours standout in the different BACARDI Rum and Cola combinations
With Coca-Cola this was tested both with and without lime

Note that the more diluted, thinner and light bodied flavour of Diet / Light Cola means that the more intense wood flavoured rums in the portfolio dominate the drink to the point where the wood flavour dominates making a less refreshing drink

Note that we also tasted Red Bull Cola (new launch) and found that it has a much thinner flavour which doesn’t work with any of the BACARDI Rum brands unless the ratio of cola to BACARDI Rum is 4 parts cola to one part rum (at which point the rum becomes extremely diluted)

1

2

3

* NB: BACARDI 8 Year Old Rum & BACARDI Reserva Limitada Rum were not analysed as they are sipping not mixing rums

Mojito And Daiquirí Cocktails?
BACARDI Superior Rum is by far the

most well balanced and produces the freshest and most crisp drink – which is why it was used in the Original drinks

Although all of the gold and dark BACARDI Rum brands dominate the delicate balance of these cocktails, those with a tick still taste good (though not balanced)
To balance them it may be necessary to use more sugar or a sugar with a stronger flavour (e.g. Demerara / dark sugar)

Those marked with a cross do not work because the intense flavours seem to clash with the lime (and mint), especially those with a stronger oak flavour
NB: if consumers are used to heavily oaked Mojitos (e.g. those made with Brugal, Cacique or Pampero) then those made with BACARDI Reserva Rum will be smoother but still heavily oaky

* NB: BACARDI 8 Year Old Rum & BACARDI Reserva Limitada Rum were not analysed as they are sipping not mixing rums

a personal messenger to General Leonard Wood, appointed the Military

Governor of Cuba on 17th July 1898, after Roosevelt’s victory at the battle of San Juan Hill gave Cuba its independence from the Spanish.

One day in August 1900, Rodriguez was in a Havana bar when he saw Captain Russell of the US Signal Corp order a BACARDI Rum and Coke®, served with a wedge of fresh lime. Coca-Cola® – introduced to Cuba in 1898 by American troops – had become a popular choice for Cubans and Americans alike, and this new combination sparked interest from the soldiers around the Captain. Soon the entire bar was drinking it. It was then that Captain Russell proposed a toast. ‘Por Cuba libre!’ he said, in celebration of a ‘free Cuba’. The name stuck.

The Cuba Libre enjoyed that night was created using Ron BACARDI Carta de Oro (BACARDI Gold Rum). Today, the lighter and more refreshing BACARDI Superior Rum and Coke is the world’s most requested spirit cocktail.

After the Republic of Cuba was born on 20th May 1902, General Wood left Cuba and Fausto Rodriguez returned to Santiago de Cuba. Sixty-five years later, on 21st December 1964, Rodriguez told Emilito Bacardí the following story, affirmed under oath:

See next page for the copy of the Affidavit

period of military intervention, two Americans opened and operated a

bar called The American Bar on Neptuno Street, between Consulado and Prado in Havana. It was patronized almost exclusively by American soldiers and by American civilians who worked in the various government offices in Havana.

“While I was employed at the office of the Signal Corps, I became quite friendly with an American whose last name was Russell (I do not remember his given name). He worked in the office of the Chief Signal Officer. Mr Russell frequently took me to The American Bar where we used to drink BACARDI Rum and COCA COLA.

“One afternoon in August 1900, I went to The American Bar with Mr Russell, and he drank his usual BACARDI Rum and COCA COLA. I just drank COCA COLA, being only 14 years old. On that occasion, there was a group of American soldiers at the bar, and one of them asked Mr Russell what he was drinking. He told them it was BACARDI Rum and COCA COLA and suggested they try it, which they did.

“The soldiers who drank the BACARDI Rum and COCA COLA said they liked it, and wanted to know what the drink was called. When Mr Russell told them that the drink did not have a name, one of the soldiers said, “Let’s give it a name”. Another said, “How about calling it ‘Cuba Libre’?” They all agreed and ordered another round of BACARDI Rum and COCA COLA, calling it a Cuba Libre. To my best knowledge, this is the first time this phrase ‘Cuba Libre’ has been applied to a drink. Thus, the first Cuba Libre consisted of BACARDI Rum and COCA COLA.

“During the American intervention, the words Cuba Libre – meaning Free Cuba – had a special political significance, and were used a great deal by the Cubans and Americans in Cuba. It seemed quite natural that the American soldiers selected and applied this popular slogan to this drink, which they considered indigenous to Cuba, consisting of BACARDI Rum and COCA COLA. The name caught on quickly, and has remained popular to the present time.” (sic) .

was originated by Cuban President Mario García Menocal when he

replaced whisky in the Manhattan cocktail with BACARDI Carta de Oro Rum.

It was sometime between 1913 and 1921 that El Presidente cocktail was born. It was named for conservative Mario García Menocal, who ruled Cuba during this time. Marred in scandal, in 1916, Menocal was re-elected to the presidency, defeating liberal candidate Alfredo Zayas. Due to voting irregularities, the liberals protested and revolt broke out in February 1917.

Garcia Menocal then purchased arms from the United States, squashed the rebellion and requested that U.S. Marines land in Santiago de Cuba. In the effort to maintain order, U.S. President Woodrow Wilson maintained troops in Cuba until 1923. García Menocal courted U.S. support for his regime by declaring war on Germany 24 hours after the United States entered World War I.

Based on the recipe for the Manhattan Cocktail, Mario García Menocal mixed MARTINI Rosso Vermouth with Ron BACARDI Carta de Oro and originated El Presidente Cocktail, named after himself. It is rumoured that in 1921, when the President was on the line with his U.S. counterpart, President Harding, during the first submarine telephone cable from Cuba to the United States, the Cuban President sipped one of his concoctions, while his U.S. counterpart, a whisky man, remained without a cocktail due to prohibition.

It is referred to as El Presidente #1, as a second, very different, El Presidente cocktail was later invented for another Cuban President (Gerardo Machado) with BACARDI Superior Rum. Specific recipes for both El Presidente #1 and El Presidente #2 can be found on the ‘BACARDI Rum Inspiring Cocktails’ Lotus Notes database.

Feb 2009
Agreed consensus from Maestros de Ron BACARDI
Based on a

full chemical and organoleptic analysis
Three levels of detail
Top line taste descriptor
Comprehensive list of flavours that appear in the profile
Chemical analysis of where these flavours come from

Launch of phase 1 of Competitor Rum Matrix: April 2009
Core ‘Traditional Rum’ competitors across markets

Ongoing addition of rums to Competitor Rum Matrix: May 2009 onwards