{"id":84620,"date":"2024-01-22T07:37:30","date_gmt":"2024-01-22T12:37:30","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=84620"},"modified":"2024-01-29T09:58:26","modified_gmt":"2024-01-29T14:58:26","slug":"inside-bacardis-santa-teresa-rum-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/feature\/inside-bacardis-santa-teresa-rum-marketing-strategy\/","title":{"rendered":"Inside Bacardi’s Santa Teresa Rum Marketing Strategy"},"content":{"rendered":"
Effective marketing is critical to success in the competitive global rum industry, which is expected to grow from US $13.7 billion in 2022 to $17.7 billion in 2027<\/a> at a rate of 5.2%. Edwin Hincapie, Brand Director of Santa Teresa Rum at Bacardi,<\/strong> shares insights with Portada on their targeted approach for the U.S. market, emphasizing the Hispanic consumer. Hincapie is the day-to-day champion of the brand, focusing on growth in the U.S. Santa Teresa is a significant brand in Venezuela with a 200-year history.\u00a0 In 2018, Bacardi and Santa Teresa announced a 50:50 joint venture<\/a>, according to which Bacardi handles distribution and marketing for Santa Teresa in all markets but Venezuela.<\/p>\n Hincapie tells us about the brand’s overall rum marketing strategy and experiential, influencer, digital, and shopper marketing initiatives.<\/p>\nRum Marketing: The Target Hispanic Consumer<\/h2>\n