The coronavirus pandemic has had a huge impact on bars and clubs, and therefore on drinks companies. As lockdown restrictions forced bars to shut, Barcardi was forced to quickly come up with a strategy to get it through lockdown and beyond.
The company's CMO, John Burke, is “proud” of how it has been a leader for its on-trade partners and the industry as a whole. Its four-stage strategy has been aimed at supporting local businesses and helping them adapt to a rapidly-changing reality.
The first stage of the plan was react, the second was supporting people through confinement, the third was emerge together (which is where we are now) and the fourth is business back to normal.