The Spirit of Bacardi: Using Culture to Lift a Legacy

CCO Profile: Jessica Merz, Bacardi

This is the latest in a series of posts featuring CCO stories, examining their priorities and challenges and sharing their experiences. 

In a world where economic uncertainty and shifting consumer behaviors challenge even the most established brands, the power of a strong corporate culture has never been more evident. For Jessica Merz, vice president of global corporate communications at Bacardi, nurturing this culture is not just a priority; it’s the foundation upon which the company’s recent success has been built.

When Jessica joined Bacardi 13 years ago, she walked into a company steeped in history but in need of direction. With a legacy stretching back to its founding in Cuba 160 years ago, Bacardi survived prohibition, exile, bankruptcy, hurricanes and numerous other challenges. Now, it faced a new era of globalization that required a cohesive, unified culture to thrive. With a background that spans technology, transportation, and education, Jessica brought a unique lens to Bacardi and appreciated both the importance of the past and the demands of the present.

Reviving a Legacy with a Modern Twist

In her early years at Bacardi, the company underwent several leadership changes, including a lineup of talent from outside the company that came and went. That changed with the appointment of Mahesh Madhavan as CEO in 2017 following his 20-year career at Bacardi. It was time for a new era and a new strategy for the company. Madhavan made the choice to prioritize the culture first. He realized, as many leaders do, that a brilliant strategy is worthless without the culture that enables it to be achieved.  

“We were very purposeful in saying ‘reigniting’ and not “launching’ the new culture,” Jessica explained. “We had overcome so much to become one of the largest spirits companies in the world. We weren’t aiming to create something new per se, but to reinvigorate the identity that made us who we’ve always been.” 

Through a multifaceted culture review (more on that below), the company developed three cultural pillars: Fearless, Family, and Founders—the 3 Fs. As the company set out to embark on its bold 10-year strategy, these would serve as the foundation for how it would be achieved.

“Those are important because they provide a filter for just about every decision we make,” Jessica explained. “If we’re considering a new product, we’re thinking about whether it’s fearless in a way that expresses that value. Or whether it’ll give us a short-term benefit or drive long-term growth. Grounding ourselves in family and founders helps us leave the company in a better place for future generations.” 

Building the Foundation of Success

Jessica worked with her peers to organize "culture hackathons" to uncover the themes that made Bacardi special. These involved looking back at the company’s archives, speaking to venerable past leaders (who Jessica fondly referred to as “living legends” who essentially personify the company) and engaging with employees across the organization. The insights gained from these activities reinforced the importance of being fearless, the legacy of the family, and the founder’s mentality that had driven Bacardi’s success for generations

"The strategy was co-created with employees," Jessica emphasized. “Some companies do this work in a bubble. They bring in experts, and they’ll create something beautiful. But it’s thrown at people. It doesn’t mean it’s the wrong approach. It just doesn’t resonate in the way it will if you bring people along with you, give them a say and a stake in the outcome.” 

To Jessica, culture is more than just a set of values; it’s a powerful tool for business success. Bacardi's positive swing in performance following this focus on culture and strategy is a testament to this belief. "In a bad culture, people get stuck, fearful, performance can plateau or decline, talent leaves," Jessica noted. But with a strong, unified culture, the company saw more accountability, ownership and freedom among its employees, which translated into a considerably healthier bottom line.

Navigating Challenges with Resilience

The COVID-19 pandemic tested Bacardi’s culture in ways no one could have anticipated. As markets shut down and the spirits industry faced unprecedented challenges, Bacardi’s unity and resilience shone through. The company’s strong culture enabled it to navigate the crisis effectively, redirecting resources where needed and maintaining high levels of employee engagement. This was evident in the company’s quick and effective conversion from manufacturing spirits to hand sanitizer. 

"More resilient because of the unity of the new culture," Jessica reflected on the company’s ability to adapt and thrive during the pandemic. This resilience was also evident in how Bacardi budgeted time for interpersonal connections, ensuring that even in a remote work environment, the personal connections integral to the company’s culture were maintained. I found it especially revealing that their people don’t refer to each other as colleagues; they’re “primos” (the Spanish word for cousin colloquially used to refer to someone you’re close to). While this choice of language fit perfectly with their “family” mindset, it’s even more impressive that its use came about organically. 

The results are undeniable. Last year, Bacardi was #18 on the Fortune World’s Best Workplaces list and was listed among Forbes’ World’s Top Companies for Women. 

A Legacy of Leadership

Jessica’s journey at Bacardi is marked by her commitment to nurturing and evolving the company’s culture. "We want people to be more fearless," Jessica explained, highlighting her ongoing efforts to instill this value across the organization. As Bacardi continues on its path to deliver it on its 10-year ambition, Jessica’s influence will undoubtedly play a key role in shaping the company’s success.

When Jessica isn’t driving culture at Bacardi, she’s spending time with her husband and young daughter, enjoying the quiet beauty of the ocean—a place that re-energizes her and reminds her of the natural beauty that inspires her work. Whether scuba diving or leading Bacardi’s global communications, Jessica’s commitment to making moments matter is evident in everything she does.

Beyond her work at Bacardi, Jessica is actively involved in initiatives that promote diversity and inclusion. She serves on the global belonging steering committee and on a North America Women in Leadership committee for Bacardi, and she is a board member and immediate past president of Dress for Success Miami, which helps create opportunities for underrepresented groups with a focus on women. She’s been a Page member since 2023.

Jessica tries her hand at bartending during a Bacardi program in Shanghai	Jessica poses with Page 2023 Distinguished Service Award Recipient Don Stacks	Jessica exploring the ocean with a Scuba