Meeting Joaquin Bacardi in Puerto Rico

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.

The ferry across the San Juan bay (to Casa Bacardi)

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.

“We’re a family business, we take care of our people and the planet” – Joaquin Bacardi

“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.

“I’m a great believer in the power of education” – Joaquin Bacardi

“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.”

Next stop Havana?

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.