The Rise of Bacardi
216 pages
English

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216 pages
English

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Description

In 1862, in the city of Santiago di Cuba, a family-owned business purchased a distillery, producing the first bottle of what would become known as Barcadi rum. In the years that followed, Barcadi expanded to become a globally recognized household name, renowned for its premium quality white rum.

The Rise of Bacardi tells the story of the Bacardi company, from its origins in the mid-19th century to its expansion in the early 20th to its international acclaim as the world’s leading manufacturer of spirits today. This is the story of a company but it is also the story of a family who has faced political and societal upheaval, from the Spanish American War to American Prohibition and the Cuban Revolution, and has continued to go from strength to strength throughout over the last 150 years. As a member of the Bacardi family and former employee of the company, Jorge L. Del Rosal Covani provides a unique insider’s point of view in parallel to his own story as the company expanded in the latter half of the 20th century to today.

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Publié par
Date de parution 07 mai 2020
Nombre de lectures 0
EAN13 9781911671855
Langue English
Poids de l'ouvrage 2 Mo

Informations légales : prix de location à la page 0,0037€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

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In 1862 in the city of Santiago de Cuba, a family-owned business purchased a distillery, producing the first bottle of what would become known as BACARD rum. In the years that followed, Bacardi expanded to become a globally recognized household name, renowned for its premium quality white rum.
The Rise of Bacardi tells the story of the Bacardi company, from its origins in the mid-19 th century to its expansion in the early 20 th to its international acclaim as the world s leading manufacturer of spirits today. This is the story of a company, but it is also the story of a family who has faced political and societal upheaval, from the Spanish American War to American Prohibition and the Cuban Revolution, and has continued to go from strength to strength over the last 150 years. As a member of the Bacard family and former employee of the company, Jorge Del Rosal provides a unique insider s point of view in parallel to his own story as the company expanded in the latter half of the 20 th century to today.

JORGE DEL ROSAL , fifth generation member of the Bacard family, graduated from Georgia Tech and the US Brewers Academy. After working for 35 years as Master Blender, HR VP worldwide and Assistant to the President, he provides unique insights into his family, the company and the real history of Bacardi within this book.
JORDE DEL ROSAL
THE RISE OF
BACARDI
FROM CUBAN RUM TO A GLOBAL EMPIRE, AN INSIDER S STORY
JORDE DEL ROSAL
THE RISE OF
BACARDI
FROM CUBAN RUM TO A GLOBAL EMPIRE, AN INSIDER S STORY
CONTENTS
Acknowledgements
Foreword
Family tree
Introduction
CHAPTER 1
The beginning (1772-1862)
CHAPTER 2
Struggle for survival (1862-1906)
CHAPTER 3
Growth, prohibition, exportation (1910-1944)
CHAPTER 4
Leadership - cuban politics, a dictator and a coup attempt (1944-1958)
CHAPTER 5
The next generation - a summer job on the bottom rung (1959-1960)
CHAPTER 6
Confiscation, a suspect witness and a proxy wedding (1960-1961)
CHAPTER 7
Back from the brink - the business of rebuilding (1962)
CHAPTER 8
Settling in, climbing the stairs and acquiring the formula s blending key (1963)
CHAPTER 9
Responsibilities mount, business slips and Bosch s birds move in (1963-1964)
CHAPTER 10
Coup d tat, further expansion and workplace drama (1964-1966)
CHAPTER 11
Equipping a fishing boat, a deadly flood and the Navy saves the day (1966)
CHAPTER 12
Leaders versus managers - lessons in listening and empathy
CHAPTER 13
Family values, company culture and a fascinating man called Pepin
CHAPTER 14
Happiness at home, but stuck in place as life passed by (1967)
CHAPTER 15
The moment of truth - things come to a boil (1967-1968)
CHAPTER 16
My new assignment (1969)
CHAPTER 17
A new beginning in Venezuela (1969)
CHAPTER 18
Getting down to work on the new Venezuelan facilities (1970-1972)
CHAPTER 19
A new focus on marketing amid dismal sales (1974-1983)
CHAPTER 20
Committees, new products and brewing beer (1983-1990)
CHAPTER 21
Building the HR function, in times of acquisition and consolidation (1990-1994)
CHAPTER 22
Smooth integration, turmoil and then I m out (1994-1996)
CHAPTER 23
Closure, in two dimensions
ACKNOWLEDGEMENTS
I would like to offer heartfelt thanks to the following people, who were so helpful to me in the development and completion of this book.
To Zoila, who spent many, many days watching TV alone and calling on me to stop writing for a while so she could see my face. Thank you for your love and patience.
To Rick: thanks for all the interest, the help, the advice, the ideas and the suggestions. And thanks for the work on the contract.
To Elena: thank you for so many things and your love.
To Yoyi: thank you for the advice, and all the times you had to help me with the computer. Without your help I would still be on Chapter 3.
To Ron: thanks for your advice and help with the contract.
To Viyu: thank you for your love and your help, especially on the cover.
To Carol and Nacho: thanks for your interest and for the introduction to my publisher, LID Business Media.
To Anabella: thanks for your love and support.
And to Cristy, Andres, Erick, Samy, Sabri, Ando and Adrian: thank you for your interest in the book, and your help with the typing and the computer. But, above all, thank you for your love and support.
I would also like to express my gratitude to Marcelino Elosua and Susan Furber of LID Business Media for their friendliness and their efficient, professional handling of the whole publishing process.
This book was edited by Brian Doyle, whose command of the English language, together with his empathy and experience, made this collaborative process a pleasure and not a contest. I take my hat off to you, Brian, for a job well done.

Inside view of the Brazilian rum producing plant. Oak tanks on the right-hand side. Ownership: Bacardi Heritage Foundation.
FOREWORD
This book is about resilience, entrepreneurship and the importance of culture in any organization.
These themes are brought to life as the intertwined story of Bacardi - the family, the brand and the company, as well as the fascinating autobiography of Jorge Del Rosal - is recounted.
In the 1990s, I had the privilege of witnessing a period of Jorge s work and life, and I ve listened first hand to his stories and those of others involved in the rebuilding, and extraordinary global expansion, of the Bacardi family business.
Jorge s great-great grandfather - Facundo Bacard - emigrated to Cuba from Sitges, in the Catalunya region of Spain, as a teenager. In 1862 he started a family rum business that by the 1950s had become a big part of the Cuban business establishment.
Many companies have had decades-long periods of growth, spanning several generations, but part of what makes Bacardi special is that it went on to accomplish so much following the enormous shock of the Cuban revolution.
After years of hard work, the Hatuey y Bacardi business had become the largest brewer in Cuba, with its Hatuey beer brand, and BACARD rum was recognized in the Cuban market and abroad as a high quality product. The company was already internationally developed, with production plants in Puerto Rico and Mexico, and the family and the business were enjoying stability, growth and profitability.
BACARD was in fact the best selling rum in the world when the Castro government in 1960 confiscated all of the company s Cuban assets, and those of countless other businesses, without compensation.
This event, which would have demoralized most, stirred in Jorge and a group of other exiled employees and family members a sense of purpose - a driving passion to rebuild the family business. I am convinced that this upheaval forced the development of an extraordinary culture of dedication, energy and drive, setting the stage for the enormous success that was to follow.
After the holding company in Cuba was lost, the business operated for many years as five independent companies. This construct, forged out of adversity, helped Bacardi maintain the nimbleness and agility of a start-up company. The result was that in 1979 BACARD rum became the world s number one premium spirit brand, with 16 million cases sold.
But this success did not dampen the Bacardi team s entrepreneurial spirit. They foresaw the industry s consolidation, and made a first move with the acquisition of Martini Rossi in the early 90s. Bacardi went on to acquire the Dewar s and Bombay brands, followed by Grey Goose, Patron and others.
It was when Jorge was sent to Europe as a senior Bacardi HR executive, to help integrate the Martini Rossi acquisition, that I had the privilege of working with him. Almost 30 years ago, before such things were taught in business schools, he was dedicated to the notion that culture was a key driver of long-term success in any organization. Among other things, he recognized that it is indispensable in an enterprise s efforts to attract and retain the best talent.
The truths espoused by Jorge and his peers were derived from their life experiences, not learned from books. Hence, these principles were deeply engrained in them, and it showed in how they spoke and how they behaved. The people of Bacardi truly walked the talk long before there was such a saying.
In addition to being an interesting biography, a fascinating story of a company and a treatise on corporate culture, this book is also a lesson on how a rich and satisfying life can be had after leaving corporate life. Jorge retired from Bacardi relatively young, and authoring this book is but one example of the new and fulfilling later chapters in his life.
Javier Ferr n
Chairman of the Board, Diageo plc
Former President and Chief Executive Officer, Bacardi Limited

Aerial view of Venezuela production plant nearing completion of the construction phase. Ownership: Bacardi Heritage Foundation.

* Bacardi chairman of the board
Note from the author: I have followed the family and company conventions of writing Bacard or Bacardi in this book. The accent mark refers to either the Bacard family name or to the rum brand, highlighting our Spanish ancestry, while any instance of Bacardi without the accent refers to the company, now a global corporation.

* Bacardi chairman of the board

* Bacardi chairman of the board

* Bacardi chairman of the board
COVANI BACARD FAMILY TREE (COMPLETE UP TO THE 7 TH GENERAT

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