Bacardi Effectively Manages Customer Brand Compliance with MRM’s Menu Maker

Bacardi Effectively Manages Customer Brand Compliance with MRM’s Menu Maker

Summary

Bacardi Ltd is the largest privately held, family-owned spirits company in the world. They produce, distribute and market premium spirits brands, including Bacardi rum, Bombay Sapphire Gin, Dewar’s Blended Scotch Whisky, Eristoff Vodka, Martini Vermouth and Grey Goose Vodka, with sales in more than 150 countries.

Bacardi recognised the critical role that cocktail menus play in the promotion of their brands in the on-trade.
To ensure their products are highly visible at the point of purchase, their salespeople provide their customers with attractive and informative cocktail menus.

However, many of their customers are independently owned cocktails bars and when it comes to cocktail menus they have their own customised product range and style.
Therefore, Bacardi required a more effective way to provide their customers with high quality cocktail menus.

In addition, as they were paying for their customers menus they needed to ensure that at least 50% of the cocktails featured their products and that the cocktail names met Bacardi’s brand compliance guidelines.

Solution

MRM developed a marketing automation platform which allowed all bars and pubs in the UK to create cocktail menus featuring Bacardi products.

The menu maker system allowed users to select cocktails from a database containing all of Bacardi’s cocktails. In addition, to adding the product name and description users could add an image of the cocktail and supply customers with a recipe sheet for each menu included on the menu.
Solution
Results

Results

MRM were able to incorporate specific logic that ensured that all cocktail names and drinks met Bacardi’s strict brand compliance guidelines and that a minimum of 50% of cocktails featured Bacardi’s brands.

Our marketing automation platform also allowed the creation of other customisable POS items including bar runners, tent cards, posters and banners. In addition, users could use the Gross Profit calculator to work out their profit for each cocktail based on the input costs of each ingredient required for the cocktail.

In the 5 years since Menu Maker has been active, thousands of cocktail bars in the UK have created high quality cocktail menus.
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