Today is “Back to the Bar” day at Bacardi, with employees encouraged to turn on their “out of office” and head to their local watering holes instead. 

Coinciding with the company’s annual Founder’s Day, “Back to the Bar” is held on February 7 to commemorate the anniversary of family-owned Bacardi.

More than 7000 Bacardi employees across 130 global cities will storm 1000+ bars during a 16-hour period. Designed to reignite the company’s bar-born spirit and family culture, “Back to the Bar” has become an important cultural touchstone for the company.

“‘Back to the Bar’ is based on our belief that our brands are built in bars, not boardrooms,”  said Mahesh Madhavan, CEO of Bacardi Limited. “As Bacardi celebrates our 157th anniversary, it’s important to reconnect with our roots, think like Founders and put our own feet on the street to see first-hand how our business, bars and consumers are changing.

For Bacardi people, visiting bars is often more work than play as we do on-the-ground research and put ourselves in the role of salespeople and influencers.”

Back to the Bar crawls mean business on social media

 For generations, the Bacardí family has encouraged all employees to think like salespeople, with the ability to influence the business at a grassroots level.

Today, influence takes on a whole new connotation, and “Back to the Bar” aims to unleash homegrown Insta-influencers from throughout the organisation, with a target of generating more than 5000 unique posts with #BacktotheBar.

“The cocktail revolution continues as more people from more places drink more varieties of spirits than ever before, and bars and bartenders are on the frontlines,” said Jacob Briars, Bacardi Global Advocacy Director. “In addition to spending time with consumers, “Back to the Bar” is a chance for us to thank the bars and restaurants who support us and the world’s best bartenders, who are truly on the cutting edge of what’s new and next in our business.”

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