Bacardi Tone of Voice — Free & Spirited

Tagline: "Do What Moves You"

Industry: Spirits

Sector: Food & Beverage

How Bacardi Communicates

Bacardi ties rum to freedom and letting loose. "Do What Moves You" frames the spirit around spontaneity, music, and living without hesitation — free, spirited, warm. The voice is carefree and upbeat, selling a drink as the fuel for good times and following your own rhythm.

Tone Words

Bacardi's brand voice is defined by the following tone words: Free, Spirited.

Communication Style

Language Style: Carefree
Sentence Type: Command
Tense: Present
Expression: Imaginative

Bacardi Brand Story

The Bacardi bat represents family heritage and Caribbean spirit. As the worlds largest privately held spirits company, Bacardi owns rum culture.

Brand Message

Rum for free-spirited moments

Brand Mission

Bring people together

Brand Positioning

Core Concept: Caribbean Freedom

Central Tension: Control vs. Freedom

About Bacardi

Bacardi Limited ( bə-KAR-dee, Spanish: [bakaɾˈði], Catalan: [bəkəɾˈði]) is the largest privately held, family-owned spirits company in the world. Originally known for its Bacardí brand of white rum, it now has a portfolio of more than 200 brands and labels. Founded in Cuba in 1862 by Facundo Bacardí i Massó, a Spanish businessman born in Sitges, Bacardi Limited has been family-owned for seven generations, and employs more than 8,000 people with sales in approximately 170 countries. Bacardi Limited is the group of companies as a whole and includes Bacardi International Limited. Bacardi Limited is headquartered in Hamilton, Bermuda, and has a board of directors led by the original founder's great-great-grandson, Facundo L. Bacardí, the board's chairman. The company's Cathedral of Rum in Puerto Rico, the largest rum distillery in the world, produces 85% of Bacardi rum worldwide, while the remaining 15% originates from distilleries in Mexico and India.

Frequently Asked Questions About Bacardi

What is Bacardi's tone of voice?

Bacardi uses a free, spirited tone of voice. Their communication is carefree, typically using command-style sentences in the present tense. Their tagline "Do What Moves You" exemplifies this voice.

How does Bacardi communicate with customers?

The Bacardi bat represents family heritage and Caribbean spirit. As the worlds largest privately held spirits company, Bacardi owns rum culture.

What is Bacardi's brand message?

Bacardi's core message: Rum for free-spirited moments Their mission: Bring people together

What is Bacardi's slogan?

Bacardi's slogan is "Do What Moves You". It carries their free, spirited voice.

What is Bacardi's mission?

Bacardi's mission: Bring people together

What makes Bacardi's brand voice unique?

Bacardi stands out through their free, spirited communication style. Their central brand tension, "Control vs. Freedom", shapes how they communicate across the Food & Beverage sector.

What language style does Bacardi use?

Bacardi uses carefree language, with imaginative messaging, in command-style sentences, using the present tense.