In the 2023 National Liquor News Industry Leaders Forum, Bacardi-Martini Australia hailed the success of its portfolio, tipping further growth in the new year.

It was an excellent year for Bacardi-Martini Australia’s stable of exceptional spirits brands in 2022, as described by Marketing Director, Donna Mulholland.

“Grey Goose and Patrón have both enjoyed a stellar year and have continued to gain share as the number one super premium vodka and tequila respectively,” Mulholland said.

“We will continue to put a strong focus on growing the presence of the four, fabulous premium brands which are at the heart of our portfolio: Grey Goose vodka, Patrón tequila, Bombay Sapphire gin and of course Bacardí rum.”

Bacardi-Martini Australia has expanded this offering into new, different categories across the last year too.

“We’ve also launched new RTDs and Tails Cocktails, our premium pre-batched cocktail solution, which is now delivering hassle-free, quality cocktails quickly and consistently across the country,” said Mulholland.

“RTDs are a star performer and they continue to grow as we continue to drive the premiumisation trend and deliver on the convenience which is so important to today’s consumers. And we will continue to extend the presence of our RTD and Tails portfolios [in 2023].”

A winning strategy

Bacardi-Martini Australia is not immune to the wider economic headwinds that businesses of all kinds are having to contend with at the moment.

“Like every other FMCG company, inflationary pressures and supply chain challenges will be ongoing challenges in the year ahead,” Mulholland says.

However, Bacardi-Martini Australia is predicting new launches and innovations will provide a strong opportunity to weather such challenges for a successful 2023.

“Innovations are key to our growth strategy and with new launches like Bombay Citron Pressé, Bombay Sapphire Premier Cru, Grey Goose Essences and new Bacardí RTDs, we are on track for another strong year,” Mulholland said.

Another key component of the strategy for 2023 will be meeting several key sustainability targets on a global scale, as part of a wider movement towards carbon neutrality.

“By the end of 2023, we will have cut all single-use plastic from our POS materials and our secondary gift packs. This marks a major milestone in our mission to make Bacardi a plastic-free company by 2030,” Mulholland said.

“Next year, we will also be introducing technology at our Bacardí rum distillery in Puerto Rico, the largest premium rum distillery in the world, which will cut our greenhouse gas emissions in half and help us take another major step in our journey to net zero.

A culture of success

Another 2022 triumph for Bacardi-Martini Australia came in the form of company culture recognition. Mulholland said culture means a lot to the company, and helped it be named as a Great Place To Work for the second consecutive year.

“What differentiates Bacardi from any other company is the strength of our culture. We empower our teams to act with a freedom and an entrepreneurial spirit that sets them apart from others and allows them to establish, long-term, unbeatable partnerships with our customers,” Mulholland explained.

“As a family-owned company for the last 160 years, it’s in our DNA and it’s why we are constantly innovating to ensure we deliver what our consumers want when they want it.”

Find more from the 2023 National Liquor News Industry Leaders Forum here.

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