Bacardi celebrates 150th Anniversary.

Bacardi Limited declared that 2012 will be its most innovative year since the creation of BACARDI rum in 1862. Throughout the year, Bacardi will host one-of-a-kind birthday parties, launch special promotions featuring 100 years of ground-breaking advertising, introduce a $2,000 limited-edition decanter of rare BACARDI rum, offer travel retail exclusives and commemorative gifts, and much more for consumers to come together and share in the excitement.

“The passion and entrepreneurial spirit shown by my great-great grandfather in Santiago de Cuba a century and a half ago gave birth to exceptional rum that would change the spirits industry forever,” said Facundo L. Bacardi, Bacardi Limited Chairman and fifth-generation Bacardi family member. “These qualities remain key to our phenomenal success and position today as the world’s favorite and most awarded rum brand, with more than 400 awards to date.”

Bacardi was founded in Santiago de Cuba on February 4, 1862, when Don Facundo Bacardi Masso purchased a small distillery. After years of experimenting, Bacardi revolutionized the spirits industry by adding steps never before used in rum-making. He selected high quality blackstrap sugarcane molasses, isolated a special strain of yeast (still used today), filtered, mellowed his rums in American white oak barrels, and then blended them to create the perfect taste. The smooth, light-bodied spirit he created, as opposed to the harsh “fire water” of the time, was BACARDI – the world’s first premium rum and the first mixable rum – helping usher in a cocktail culture that thrives today. The artful Maestros de Ron (Master Blenders) continue to follow the same exacting standards set forth by Don Facundo.

“For the past 150 years, Bacardi—as a family, Company and brand—has brought people together through legendary parties and great-tasting cocktails. Visit any bar, club or restaurant almost anywhere in the world, and the impact Bacardi has made on the spirits industry is crystal-clear,” said Seamus McBride, Bacardi Limited President and Chief Executive Officer. “It’s incredible to see how a one-brand company founded 150 years ago has grown into the third-largest spirits company in the world with an enviable portfolio of iconic spirits including GREY GOOSE vodka, BOMBAY SAPPHIRE gin, DEWAR’S Blended Scotch whisky, MARTINI vermouth, ERISTOFF vodka and CAZADORES 100% blue agave tequila.”

Parties, Parties, Parties!

BACARDI 150th birthday parties around the world will feature award-winning musical talent, top celebrities and other movers and shakers who, alongside consumers, will wish BACARDI happy birthday. Germany hosts the first BACARDI 150th party on January 28, followed by Canada starting February 1, and the United States, Europe, Latin America, Asia-Pacific and the Middle East starting February 4. On February 4, Rolling Stone® magazine will honor BACARDI in Indianapolis the day before “the big game,” the most anticipated American football game in the U.S., with a “super” birthday party. In addition, Bacardi is thrilled to be partnering with celebrities and trendsetters in cities around the world who will throw their own events to wish BACARDI rum happy birthday.

Consumer Promotions

By visiting the BACARDI Facebook page (www.facebook.com/BACARDI), with more than two million fans, consumers of legal drinking age in select markets can vie for BACARDI 150th birthday party tickets and BACARDI party kits filled with all ingredients to host their own unforgettable gathering. In select markets, consumers will also be able to win or purchase commemorative BACARDI glassware, specialty packs and apparel featuring vintage brand advertisements and/or designs by artists of Cuban heritage.