I leave the hotel and turn left into Santo Christo Street. At the Cathedral I turn right and follow the Caleta de San Juan towards the city wall. When I exit the other side of the walls, the view over the bay is superb. Continue reading
At the harbour I head straight for the ferry terminal and buy a ticket for the boat to Cataño on the other side of the bay. I board and take a seat next to the window. The ferry starts filling up. Locals on their way to work, and tourists – probably on their way to a tour of the Bacardi distillery. Continue reading
“Welcome to Casa Bacardi,” Joaquin says as I enter his office. “Please take a seat,” while pointing at a large wooden table with leather chairs. He resembles Al Pacino in Brian De Palma’s ‘Carlito’s Way’, a distinguished look with an unmistakable Latino influence. Continue reading
“I did my share of traveling the globe when I was director of Bacardi global brands,” Joaquin says with a touch of tangible fatigue in his voice. In 2005, I became global brand director for Dewar’s Scotch, leading all global brand strategies. I learned a lot about doing international business and about other cultures.” Continue reading
I’m on the ferry, back to San Juan. I take out my iPad again and browse my notes. I’ve interviewed a lot of brands over the past 10 years. But the best stories come from family-owned companies like Bacardi.