EXCLUSIVE: Robert Furniss-Roe On Bacardi USA’s Diversification

In the latest issue of Impact, Bacardi North America president Robert Furniss-Roe and key members of the Bacardi USA team—including senior vice president and chief marketing officer Juan Rovira; vice president, managing director, rum Toby Whitmoyer; vice president-brand managing director, vodka Shane Graber; and vice president-brand managing director, Dewar’s Arvind Krishnan—discuss Bacardi’s ongoing efforts to diversify and grow its portfolio via investment and innovation.

According to Furniss-Roe, the company remains fully dedicated to its core Bacardi, Grey Goose and Dewar’s franchises, most recently bolstering each brand with the launch of Bacardi Pineapple Fusion, Grey Goose Cherry Noir and Dewar’s Highlander Honey, respectively. In addition to those stalwarts, the team envisions enormous upside for St-Germain elderflower liqueur—which Bacardi acquired earlier this year—and D’Ussé, its new Cognac brand that has generated significant buzz since rolling out in February. The thriving pair both have potential to one day join Bacardi’s core stable, which Furniss-Roe says the company aims to expand from four or five brands to eight or nine over the next few years.

For the full interview with Robert Furniss-Roe and members of the Bacardi USA team, see Impact’s March 1&15 issue, or click this link to subscribe to Impact today.

Tagged : Bacardi, Dewar's, Grey Goose, spirits, St-Germain

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