{"id":5008,"date":"2019-07-29T15:56:19","date_gmt":"2019-07-29T19:56:19","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=5008"},"modified":"2020-09-03T05:53:03","modified_gmt":"2020-09-03T09:53:03","slug":"bacardi-case-study","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/workspace-solutions\/case-studies\/bacardi-case-study","title":{"rendered":"Bacardi makes a bold move to better connect with customers"},"content":{"rendered":"\n

Around the world, companies of all sizes find space to succeed at WeWork. Our\u00a0case studies<\/strong><\/a> share their unique stories.<\/em><\/p>\n\n\n\n

The challenge: finding an appropriate office in a trendy neighborhood<\/h2>\n\n\n\n

Bacardi<\/a>\u2014the world’s largest privately held spirits company\u2014needed office space in a more vibrant part of Mexico City<\/a> to better connect with customers<\/a> and further grow their youthful, energetic brand. <\/p>\n\n\n\n

\u201cWhen you are going through the process of scouting a location, you think: \u2018I need to be close to the consumer,\u2019\u201d says Constantino Spas, vice president and managing director of Latin America and Caribbean at Bacardi. \u201cWe looked at where most of the young people in Mexico City are spending their time. That gives you a few alternatives.\u201d<\/p>\n\n\n\n

But the company soon discovered that the areas where millennials congregated lacked the type of office space that fit their needs. Additionally, most buildings that could accommodate a growing corporate hub weren\u2019t in trendy neighborhoods.<\/p>\n\n\n\n\n\n

The solution: embracing a bold new space<\/strong><\/h2>\n\n\n\n

As Bacardi executives continued their search for the perfect space, word arrived that WeWork was expanding into Latin America by opening office space in Mexico City. It was the perfect fit.<\/p>\n\n\n\n

Bacardi moved a team of 40 into a private office at WeWork Varsovia<\/a>, which features their own conference rooms and executive offices in prime Mexico City real estate. There are even options for Bacardi to seamlessly grow further into their location. The company foresees partnerships with WeWork for their regional teams to work out of additional spaces in Latin America. <\/p>\n\n\n\n

\u201cWe hit a sweet spot on what was probably a brave decision. It\u2019s not a normal practice for a big, established company to move to a space like WeWork\u2014at least, it wasn\u2019t at that time,\u201d says Spas.<\/p>\n\n\n\n

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Inside Bacardi\u2019s private office<\/a> in Mexico City.<\/figcaption><\/div>\n\n\n\n

The results: space that encourages growth and customer connection<\/strong><\/h2>\n\n\n\n

Bacardi loves that their staff is now among the young entrepreneurs who make their home at WeWork. Their teams are now exposed to new trends and entrepreneurs who resemble their core consumers. \u201cIt helps us understand the way our consumers think,\u201d says Spas.<\/p>\n\n\n\n

Spas added that with the team traveling so much, flexibility was just as important as location.<\/p>\n\n\n\n

\u201cFlexibility is the name of the game for companies like us,\u201d he says. \u201cYou may have an idle space when you move to a fixed location, but you have the flexibility for expansion when required.\u201d<\/p>\n\n\n\n

Key highlights: <\/strong><\/h2>\n\n\n\n
  • Ability to secure prime real estate that positioned Bacardi for success among their core customers<\/li>
  • Flexible space that supported Bacardi\u2019s budget, scope, and work style<\/li>
  • Opportunity to grow and scale space when needed<\/li>
  • Built-in community that inspires entrepreneurship and new ways of thinking<\/li><\/ul>\n\n\n\n

    WeWork offers companies of all sizes space solutions that help solve their biggest business challenges.<\/em><\/p>\n\n\n