Bacardi's Slogans & Taglines

Bacardi Limited is the largest privately held, family-owned spirits company in the world. Founded in 1862 by Don Facundo Bacardí Massó in Santiago de Cuba, the company revolutionised rum production through charcoal filtration and oak aging, creating the modern light rum category. In 1888, its appointment as Purveyors to the Royal Spanish Household inspired the enduring positioning "The King of Rums, and the Rum of Kings." After the Cuban Revolution exiled the family and nationalised its assets in 1960, the company reorganised abroad and in 1992 unified five operating units to form Bacardi Limited. Today, headquartered in Hamilton, Bermuda, it operates over 30 production facilities across 160 countries. Its core portfolio encompasses more than 200 brands, including BACARDÍ rum, GREY GOOSE vodka, DEWAR'S Scotch whisky, BOMBAY SAPPHIRE gin, and MARTINI vermouth. Brand messaging evolved from the royal heritage claim through the Prohibition-era invitation "Fly to Cuba and bathe in Bacardí rum" to the modern mixability promise "Bacardi and Cola – the mixable one," reflecting its journey from a Cuban distillery to a global spirits powerhouse.