34. Bacardi: global senior vice-president Pedro Mendonça discusses the brand's profound impact on the rum category

Pedro Mendonça is almost a year into his into his role of global senior vice-president for Bacardi and rums. His experience is vast, spanning more than 30 years in the spirits industry, and working for the likes of Diageo, leading teams in Latin America, Asia Pacific and worldwide. As you’ll hear during our conversation, at Bacardi, Pedro’s focus is on building on the rum brand’s 163-year legacy. Pedro speaks with such honesty about his approach to purposeful brand growth – and it’s not solely about education; people, relationships, movement, and enjoyment are all just as important to the future success of the brand, and the rum category as a whole. We also cover the topic of rum’s premiumisation journey, the significance of the globally name-called Bacardi and Coke order, and exciting areas of opportunity for the category.

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The Spirits Business Podcast is hosted by Melita Kiely, editor-in-chief of The Spirits Business. This podcast episode was edited by Matchbox Motion.

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