Bacardi U.S.A. is truly a business of liquid assets -- in more than one way. The company is the US import, sales, and marketing arm of privately owned Bacardi Limited, one of the leading wine and spirits producers in the world. Bacardi U.S.A. markets Bacardi brand rums, reportedly the #1 rum in the world, and the Martini & Rossi brand of sparkling wines and vermouth. It sells other premium spirits, such as Dewar's Blended Scotch whisky, Bombay gin, Bénédictine liqueur, Cazdores Blue Agave tequila, and Grey Goose vodka. The company changed its name from Bacardi-Martini U.S.A. to Bacardi U.S.A. in 1999.
Founded in New York in 1916, the company liquidated its assets during Prohibition (of alcohol, in force in the US from 1919 to 1933) by distributing cases of rum to shareholders. Since its repeal, Bacardi U.S.A. has driven the distribution its parent company's existing lines, as well as its introduction of new ones, intended to grow market share in the ever-changing, highly competitive alcoholic beverage industry.
Among the latest innovations to hit the shelf are a spiced rum product, Bacardi Oakheart, and the first brand extension for Bombay Sapphire gin, a Thai lemongrass and Vietnamese black peppercorn spirit, Bombay Sapphire East. In addition, the US operation helps to preserve the branded rum's legacy. It led the 111th anniversary celebrating the creation of the Original Cuba Libre, a Coca-Cola and Bacardi Rum pairing with a slice of lime. It also has maintained the US distribution alliance with Brown-Forman and Rémy Cointreau USA since 2007.
Concurrently, the company has taken center court in launching a "Champions Drink Responsibly" multi-media campaign, which promotes education about consuming alcohol, choosing quality over quantity, and designating a driver to get home safely. In 2011, Bacardi U.S.A. tapped 2011 and 2010 USTA champion Rafael 'Rafa' Nadal as the Bacardi Limited Global Social Responsibility Ambassador and spokesperson. – less