Bacardi, Steal our recipe.

Facundo L. Bacardi, Seamus McBride & Silvia Lagnado.

Bacardi & Company Limited
2701 LeJeune Road, Coral Gables
FL 33134
USA

65 Pitts Bay Rd.
Pembroke HM 08,
Bermuda

CC: Havana Club, Flor de Cana, Diageo, Pernod Ricard, William Grant and Sons, Brown-Forman, Rémy Cointreau, LVMH, J.Wray and Nephew Ltd.

24 November 2011

RE: Stolen Rum

Dear Sir, Madam,

As you know, your Bacardi is currently the world’s #1 white rum.

When most people try white rum for the first time, it’s Bacardi.

Most of the Mojitos that people drink are made with Bacardi, and Bacardi and cola may very well be the world’s most popular cocktail.

Every time somebody sips on your rum, it’s a golden opportunity to have them think ‘My, what a delicious drink, I really love white rum’.

Bacardi, you have more opportunities than anyone to introduce people to white rum.

Of course, to capitalise on all these opportunities, as the world’s best selling rum it’s important that Bacardi is the best tasting rum, so as to convert as many people as possible.

However, research* shows that in side-by-side comparisons with Bacardi Superior, 61% of people preferred the taste of Stolen White Rum.

As we’re sure you can see, the opportunity cost of this disparity could be large.

Now, we are but a humble New Zealand rum company, whose sales are modest indeed. We will never touch as many people as you.

But, for the sake of rum, rum lovers alike and for the sake of you and everybody else in our great industry, we have taken the decision to allow you to copy the taste of our Stolen White Rum, and to change Bacardi Superior to a rum that more people might prefer.

We believe this will, in turn, encourage millions more people to drink white rum and generate hundreds of millions of dollars of value growth for Bacardi and for the rum industry.

So Bacardi, we invite you to steal our white rum.

We look forward to your response, at which time we will supply details of our white rum blend.

Sincerely,

Stolen Rum

* Data Source: Independent market research testing conducted by Perceptive from a sample of 300 people conducted at Taste New Zealand, Britomart Country Club and Racket Bar and A&M, November 2011.