Suffocating beneath a skip load of jingoistic tabloid copy concerning the Roll-Royce sale to the Germans there’s a real marketing story trying to escape.
While BMW and VW Audi are battling to acquire two of the world’s best-known luxury brands – Rolls-Royce and Bentley – for about 340m, the ink is still drying on Bacardi-Martini’s 1.5bn cheque to buy a respected – but hardly famous – drinks brand known as Dewer’s White Label.
That’s 34 times more than BMW is paying. So are the Germans getting a steal or has the booze gone to Bacardi’s head?
Michael Rines Communications