Bacardí’s Pedro Mendonça on Leading Rum’s Next Era of Growth and Premiumization

As global senior vice-president for Bacardí rum, Pedro Mendonça is shaping the brand’s next chapter by balancing heritage with innovation. In a recent episode of The Spirits Business Podcast, hosted by editor-in-chief Melita Kiely, Mendonça outlined how honoring Bacardí’s 163-year history while adapting to modern consumer shifts will be crucial for long-term success.

Mendonça, who joined Bacardí in January 2025 after more than three decades in the spirits industry — including leadership roles at Diageo across Latin America and Asia-Pacific — described Bacardí as a “brand bigger than the category.”

“When Bacardí started in 1862, it solved a real problem: inconsistency,” Mendonça explained. “Don Facundo Bacardí created an innovative process that gave rum a fresh, crisp character — a rum that revolutionized cocktails. You can’t imagine a Daiquiri without Bacardí. It’s like dips without chips.”

Honoring Legacy While Staying Relevant

For Mendonça, Bacardí rum stands as both a symbol of tradition and a model for adaptability. “Bacardí didn’t just make rum — it defined rum. The brand transcended the category,” he said. “Today, Bacardí remains a benchmark in maintaining a consistent promise and identity, while evolving with market dynamics and cultural shifts.”

This philosophy has become central to how Bacardí rum continues to connect with consumers in a changing global landscape. Mendonça emphasized that preserving authenticity while evolving strategy is the secret behind Bacardí’s longevity.

The Challenge and Promise of Rum Premiumization

Rum’s premiumization — or lack thereof — has been a recurring conversation in the spirits world. Mendonça acknowledged the category’s slower progression compared to whiskies, agave spirits, and gin but believes rum’s future looks bright.

“The category is starting to premiumize,” he said. “We thought it would happen 20 years ago, then 10 years ago. But now, the timing feels right. The craftsmanship, storytelling, and flavor depth in rum are extraordinary — and consumers are ready to explore that.”

He pointed out Bacardí rum’s versatility as one of its biggest strengths. “You can enjoy a Bacardí 8 Old Fashioned, a Daiquiri made with Bacardí Carta, or sip Reserva neat. That flexibility allows rum to adapt across occasions and audiences — horizontally and vertically.”

Rum’s Role in Modern Drinking Culture

Despite rum’s potential, Mendonça admits the category hasn’t fully leveraged emerging trends such as ready-to-drink (RTD) formats or convenience-focused consumption. “That’s on us — the leaders of the category — to do better,” he said. “We need to connect more directly with evolving consumer habits and find new ways to make rum part of everyday enjoyment.”

This statement aligns with Bacardí’s broader push toward innovation, experiential marketing, and a renewed focus on premium expressions that can elevate how consumers experience Bacardí rum.

Leading from Experience

With over 30 years of industry experience, Mendonça brings a clear understanding of both heritage and growth strategy. His leadership aims to reinforce Bacardí’s cultural relevance while expanding its footprint in the premium spirits segment.

Mendonça’s insights underscore Bacardí’s continued influence not just within rum, but across the entire spirits industry. As he put it: “Bacardí continues to embody consistency, beauty, and power. The next chapter is about writing the future — with the same bold spirit that started it all.”

Listen to the Full Conversation

To hear the full interview with Pedro Mendonça — including his insights on Bacardí rum’s role in modern mixology, the brand’s iconic “Bacardí and Coke” moment, and new growth opportunities — tune in to The Spirits Business Podcast. Available on major streaming platforms like Apple Podcasts, Spotify, and Amazon Music.

Credit: Original reporting and interview by Melita Kiely, The Spirits Business Podcast.

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Source of Information

The Spirits Business Article — Bacardí’s Pedro Mendonça on leading rum’s growth and premium push, written by Melita Kiely

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