Diversity & Inclusion

The Spirit of Bacardi: Using Culture To Lift a Legacy

By Eliot MIzrachi, Page

Sep 26, 2024 12:40 PM ET

Jessica outside next to barrels spelling out "Casa Bacardi" Wind turbines in a grassy area behind her. Image courtesy of Page — Image courtesy of Page

" " — Jessica tries her hand at bartending during a Bacardi program in Shanghai. Image courtesy of Page

" " — Jessica poses with Page 2023 Distinguished Service Award Recipient Don Stacks. Image courtesy of Page

" " — Jessica exploring the ocean with a Scuba. Image courtesy of Page

Originally published by the Arthur W. Page Society on Page.org

In a world where economic uncertainty and shifting consumer behaviors challenge even the most established brands, the power of a strong corporate culture has never been more evident. For Jessica Merz, vice president of global corporate communications at Bacardi, nurturing this culture is not just a priority; it’s the foundation upon which the company’s recent success has been built.

Through a multifaceted culture review (more on that below), the company developed three cultural pillars: Fearless, Family, and Founders—the 3 Fs. As the company set out to embark on its bold 10-year strategy, these would serve as the foundation for how it would be achieved.

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The Spirit of Bacardi: Using Culture To Lift a Legacy

By Eliot MIzrachi, Page

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