The Bacardi family sure knows how to celebrate. From launching a limited-edition rum bottle worth around $2,000 to holding parties around the world throughout the year, the American family business is going all out to make 2012 rummy. But there is good reason behind it as the rum and gin-maker marks its 150th birthday this year.
Currently controlled by the fifth generation of the Bacardi family, the spirits maker is all set to bring people together. The first party to commemorate its birthday was hosted in Germany on 28 January and will be followed by a party in Canada on 1 February.
And from then on, there will be no looking back, as the party spirit flows into the US, Europe, Latin America, Asia-Pacific, the Middle East and other European countries over the course of the year. Rolling Stone magazine also looks set to cheer on the family-run company, with a “super” birthday party in Indianapolis, according to a statement.
Some airports too will have a cheery air to them, such as the Miami International airport, which will feature the Bacardi 150th exhibition. Puerto Rico, home to the largest Bacardi rum distillery, will also garner much attention, thanks to a display of 10-foot tall 3D Bacardi bats, the group’s iconic logo, at its airport.
“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 Bacardi, a family member and chairman of the spirits maker.
Other festive events include a celebrity cruise from Puerto Rico, a global cocktail competition, a month-long philanthropic venture and a special television show to be telecast on National Geographic Channel.
Besides being famous for its Bacardi rum, the business also became popular thanks to some of its socially responsible advertising. One such ad said: “Many things mix well with Bacardi – except driving.”
Owned by the founding family, Bacardi has fewer than 500 shareholders, most of whom are family members. It was established on 4 February 1862 by Don Facundo Bacardí Massó, when he bought a distillery in Santiago de Cuba.