How Bacardi Better Connected With Their Consumers Through WeWork
40 desks in WeWork Varsovia
Bacardi — the world's largest privately held spirits company — needed office space in a vibrant part of Mexico City. The company wanted an environment that matched its youthful, energetic brand. It also needed room for expansion and the opportunity to work from other cities.
Bacardi moved a team of 40 into the WeWork Varsovia space. It is currently working with WeWork to build out its space to include a rooftop bar. It foresees future partnerships with WeWork for its regional team to work out of upcoming spaces in Latin America.
Bacardi was looking for new office space in Mexico City, but none of their options seemed quite right.
“When you are going through the process of scouting a location, you think: ‘I need to be close to the consumer,’” says Constantino Spas, vice president and managing director of Latin America and Caribbean at Bacardi. “We looked at where most of the young people in Mexico City are spending their time. That gives you a few alternatives.”
But the company soon discovered that the areas where Millennials congregated lacked the right kind of office space. And buildings that could accommodate a growing corporate hub weren’t in trendy neighborhoods.
As Bacardi executive started having conversations about how to better connect with consumers, word came that WeWork was expanding into Latin America and opening in Mexico City. It was the perfect fit.
“We hit a sweet spot in that regard, it was a probably a brave decision. It’s not a normal practice for a big, established company to move to a space like WeWork, at least it wasn’t at that time.”
Bacardi was also interested in placing its staff among the young entrepreneurs who make their home at WeWork.
“It’s a good place for the team to be exposed to new trends and entrepreneurs that resemble our core consumers,” he says. “It helps us understand the way our consumers think.”
Spas says with the team traveling so much, flexibility was important.
“Flexibility is the name of the game for companies like us,” he says, “On the one hand, you may have an idle space when you move to a fixed location. On the other hand, you need the flexibility for expansion, when required.”