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Bacardi Outreach Program Takes Marketing Back To Basics

Last month, 3,000 employees of Bacardi Limited made their way to bars. The goal: Interact with bartenders and other patrons in an effort to generate goodwill and sales. Besides Bacardi rum, the company’s brands include Grey Goose vodka, Dewar’s Scotch and Bombay Sapphire gin. The one-day initiative, called “Back to the Bar,” was partly the result of brainstorming sessions involving the consulting firm Instinctif Partners.

Read the whole story at The New York Times »

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