Airing between regular episodes of the VinePair Podcast, “Covid-19 Conversations” takes an inside look at how the coronavirus crisis is impacting all areas of the alcohol business.
In this installment of “Covid-19 Conversations,” VinePair’s CEO Adam Teeter interviews Ned Duggan, SVP of marketing for Bacardi, makers of the eponymous rum as well as labels including Dewar’s Scotch, Bombay Sapphire gin, Grey Goose vodka, and Patrón tequila.
Throughout the pandemic, Bacardi has utilized a combination of company-wide as well as brand-specific initiatives to support hospitality workers, as well as provide brand education opportunities to consumers. Some of these digital initiatives include Bacardi’s Covered Cocktails and Raise Your Spirits programs.
With summer approaching, Duggan discusses how Bacardi is staying flexible and shifting brand strategies to accommodate backyard drinking and stay-at-home behaviors. Perhaps most notably, Duggan anticipates a surge in frozen drinks and RTD (ready-to-drink) cocktails, as the pandemic-weary public attempts to replicate summer vacationing and relaxation at home.
Moving into the summer drinking season, Duggan says Bacardi intends to emphasize ease — and that purchasing and enjoying Bacardi products at home is an achievable balance of fun, safety, and simplicity.
This story is a part of VP Pro, our free content platform and newsletter for the drinks industry, covering wine, beer, and liquor — and beyond. Sign up for VP Pro now!