![]() ![]() The Bacardí bat has changed in both subtle and more drastic ways since its original illustration. So, for more reasons than one, fruit bats deserve Bacardi’s thanks. Not only are they harbingers of good luck, they actively improve the distillery’s ability to create rum - bats pollinate sugar cane and eat pesky bugs that threaten the crop. Francisco Carrera-Justiz, a fifth generation member of the Bacardí family, postured that the fruit bats were attracted to the distillery by the captivating scent of molasses, but judging by the generations of success that Bacardí has seen, Doña Amalia may have been right. The Doña asserted that the bats should become the fledgling distillery’s mascot, believing that they would continue to ward off misfortune. She took the creatures’ presence as a sign of good fortune (bats were thought to be a good omen back in the day, presumably before legends of vampires and other terrors of the night caught hold of our imaginations). It was in the original Cuban distillery that his wife discovered fruit bats hanging from the rafters. In 1862, Don Facundo Bacardí Massó and his wife, Amalia Moreau, launched a distillery in Santiago de Cuba, crafting rum that was uniquely smooth in comparison to fiery cane sugar spirits of that early era. And it could be said that the powerful symbol was born of fate. ![]() Over the years, the ubiquitous bat has gone through many iterations, playing varied roles for marketing campaigns and international celebrations of the brand. For more than a century and a half, a bat with its wings proudly splayed out has represented the company’s resilience and determination and the Bacardí family’s persistence in an ever changing, unpredictable and competitive market. Few liquor logos are as iconic as that of Bacardí. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |