Socio-Cultural

 Social responsibility concerning alcohol consumption is increasingly getting visible. Spirit

companies like Bacardi invest today more in these kind of initiatives in order to clearly show to
authorities that they protect and communicate responsible drinking. Besides the
lobby/influence issue, among urban centers, social responsibility initiatives are turning more
important as a brand decision factor.

 Alcohol consumption moments are changing – youngsters are less brand-driven. However,
adults seem to be increasingly brand driven. These social trend can lead to the creation of a
bigger gap between premium and non-premium brands, jeopardizing the critical mass for
mainstream (in-between) brands.

 The need state tends to be than split among 2 big reasons: the Kick need (alcohol kick to feel
integrated in your young social group) and the pleasure-social need (in which you drink to feel
pleasure, relax and have fun).

 Nevertheless, for both, easiness to drink is an increasing feature that is clearly related to specific
brands growth during the last years. The sweet flavors, ready to drink mixtures and the mix-
ability are key to recruit youngsters that don’t have the patience for complex drinking rituals.

Technological

In this industry, technology doesn’t play a highly relevant role on the business. However, state of the art
producing technology is increasingly important to develop quality products, which must have its
organoleptic under absolute control, in order to keep consumer satisfied and confident on product
intrinsic characteristics. For example : 1EPAM and Bacardi partner to revamp their digital
marketi ng technology ecosystem, using DevOps automati on to improve brand consistency,
speed up ti me-to-market and deliver signifi cant operati onal cost savings.   As consumer
buying behaviors conti nue to shift online, Bacardi needed to put their customer at the
heart of the commerce experience to off er consistent, innovati ve and connected digital
experiences, while keeping costs under control.

 1
EPAM-https://en.wikipedia.org/wiki/EPAM Systems
 https://www.scribd.com/doc/302379207/The-Bacardi-Limited
 https://www.epam.com/about/newsroom/press-releases/2020/epam-helps-bacardi-accelerate-
digital-transformation

INTRODUCTION and RESEARCH CHALLENGE

Bacardi Limited is one of the biggest Spirits Company in the world, being the biggest family
owned one, managing a largely diversified portfolio, covering most price point’s levels and core
categories. It operates in more than 110 markets, mainly through its own distribution net, or via
local joint-ventures, with approximately 7000 employees, showing a very interesting ratio of 1
million Euros of gross sales per employee. Being one of the biggest world (3 rd), it has still has a
great distance from the 1st (Diageo) and the 2nd (Pernod-Richard), raising a critical mass
challenge in order to protect future revenues. 2009 represented the year in which a steady
growth was interrupted.