Salsify Customer Spotlight: Bacardi USA

Bacardi USA uses Salsify to syndicate product content on demand and bring new items to market quickly across a wide range of retailers.

By centralizing product data, imagery, and enhanced content, Bacardi ensures accurate, brand-approved product experiences go live at the right place and time — often in just minutes.
This speed and flexibility allow the team to act as its own brand advocate, supporting both digitally mature and traditional retailers.

Using scalable, brand-based content templates and dynamic properties, Bacardi delivers rich, educational product experiences across SKUs, helping retailers stand out and consumers navigate an increasingly saturated beverage alcohol market.

“Salsify enables us to go to market very quickly. Our new item setup process is managed by our distributor, but as soon as that product is live on the digital shelf with a click of the button on our scheduling processes, we're able to go to market at the right place at the right time in a couple of minutes.”

— Samantha Landry, Manager of Digital Shelf, Bacardi USA

“Having enhanced content in BevAlc [beverage alcohol] is going to become increasingly more important, especially with those independent retailers who are not as digitally mature.”

— Samantha Landry, Manager of Digital Shelf, Bacardi USA

“The alcohol industry is very saturated with many different players. So it's really important to have lifestyle imagery, really great descriptions that describe our products and the benefits and the process and the nutrient information, just because we're able to educate our consumers in a very saturated market.”

— Samantha Landry, Manager of Digital Shelf, Bacardi USA

See Transcript

TRANSCRIPT

My name is Samantha Landry. I am the manager of digital shelf at Bacardi U.S.A., and I've been a Salsify customer for about five years. Our biggest challenge was realizing that a lot of our customers were not as digitally mature as we were. So syndicating our products and being our own brand advocate allowed us to syndicate products when we needed to at the right time.
Some of the channels that we sell through are either independents, a lot of pure players, but also our traditional retailers. And with the traditional retailers, we're able to syndicate them on demand when the product is available.
Salsify enables us to go to market very quickly. Our new item setup process is managed by our distributor, but as soon as that product is live on the digital shelf with a click of the button on our scheduling processes, we're able to go to market at the right place at the right time in a couple of minutes.
As you can imagine, the alcohol industry is very saturated with many different players. So it's really important to have lifestyle imagery, really great descriptions that describe our products and the benefits and the process and the nutrient information, just because we're able to educate our consumers in a very saturated market.
So having our retailers be able to capture that information is a game-changer for us in BevAlc [beverage alcohol]. For our enhanced content strategy, it's based on brands.
So, we create one template per brand. So we're actually able to scale that and have all the SKUs match that one template. So when we're syndicating the content out to our retailers, we use dynamic properties to effectively syndicate all of our products all at once. Having enhanced content in BevAlc is going to become increasingly more important, especially with those independent retailers who are not as digitally mature.
It gives us the space to educate the consumer on our product benefits, the process, nutrient information, recipes, what have you. It's gonna become very important, especially in that saturated space as the industry keeps growing and the retailers are continually looking for more ways to innovate.

Salsify Customer Spotlight: Bacardi USA

“Having enhanced content in BevAlc [beverage alcohol] is going to become increasingly more important, especially with those independent retailers who are not as digitally mature.”

Keep Reading

Salsify Customer Spotlight: Bacardi USA

Salsify Customer Spotlight: Lush Décor