Solotel and Bacardi-Martini sign long-term partnership

Solotel – one of Australia’s largest and most diverse hospitality groups – and Bacardi-Martini Australia have announced that the two companies have secured a long-term partnership.

According to executives on either side of the agreement, synergies within their businesses and similar philosophies made Bacardi an ideal major spirits partner for the pub, bar and restaurant group.

The Bacardi business was established in Cuba in the mid-19th century, with the creation of their first Cuban white rum. Since then, the business has become a global player in the spirits industry, steered by seven generations of the Bacardi family. It is responsible for the creation of staple Cuban cocktails such as the Mojito, Cuba Libre and Piña Colada.

Also a family-driven business, Solotel was established in 1986 by third-generation publican Bruce Solomon, with the opening of the Paddington Inn in Sydney’s east. The company is still privately owned and Solomon continues on as a director of the company which now runs in excess of 30 venues across Sydney and Brisbane.

The similarities in philosophy hold a lot of appeal for Denis Brown, managing director of Bacardi-Martini Australia.

“The Solotel relationship is particularly exciting for us as we are partnering with a family business who have a passion for building brands. Solotel’s diverse portfolio of venues and its authentic cultural pillars present many synergies with ours and we look forward to a long and prosperous partnership.”

The new partnership aligns Bacardi-Martini’s various brands – including Bacardi rum, Grey Goose vodka, Bombay Sapphire gin and Martini vermouth  – to Solotel venues; and includes joint investment in customer, innovation, marketing and digital initiatives.

Justine Baker, CEO of Solotel, echoed Brown’s sentiment and explained why the deal appealed to the group.

“Bacardi have an impressive portfolio of brands however it’s their company culture and people strategy that informed our decision to partner with them long-term. They too are a big group with a family heart.”

The new agreement will be in effect for the next three years.

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