What message is Bacardi’s more current advertising seeking to communicate?

Family-owned Bacardi was founded in Cuba in 1862 by Don Facundo Bacardi Massó, who produced the company’s original ‘light white’ rum.
The legendary Bacardi black bat set in a red circle logo was the idea of Don Facundo’s wife, inspired by fruit bats living high in the rafters of her husband’s first distillery. Bats were considered a symbol of good health, fortune and family unity in both Cuban and Spanish folklore.
The bat symbol was a shrewd visual aid with which to recognise Bacardi rum. Don Facundo’s signature also still features on every Bacardi bottle, signifying the timeless high quality of the products.
Bacardi continues to be a family-run business and is now the largest privately held spirits company in the world. Its portfolio includes more than 200 brands and labels, including Grey Goose vodka, Bombay Sapphire gin, ultra-premium Eristoff vodka and Cazadores tequila, in addition to its classic Bacardi Superior rum. The company also introduced ready-to-drink brand Bacardi Breezer, known commonly as an alcopop, in 1993. After huge initial success, it attracted controversy and lost sales when it became associated with under-age binge drinking.