Bacardi: Building Relationships, Communication and Feedback Skills

August 19, 2022

by Management Dynamics

About the Client

Bacardi Limited is one of the largest privately held, family-owned spirits companies in the world. Originally known for its Bacardi brand of white rum, it now has a portfolio of more than 200 brands and labels including BACARDÍ® rum, GREY GOOSE® vodka, BOMBAY SAPPHIRE® gin, MARTINI® vermouths and sparkling wines, DEWAR’S® Scotch whisky, and PATRÓN® tequila. With 150+ years history and over 7,000 employees, Bacardi Limited is one of the most renowned companies in the food and beverage industry.

The Business Need

In April 2022, the Central Eastern European Baltics and Balkans (CEEBB) Leadership Team approached Management Dynamics to design and facilitate their upcoming 3-day Team Event in Croatia.

Bacardi has a long tradition of being committed to supporting teams and their development and the CEEBB Leadership Team had previously completed tools and models such as StrengthsFinder and Lecioni’s 5 Function of a Cohesive Team. The leader wanted to extend their development and build on the work they have already done.

They were looking for a solution that would take the team to next level by building relationships, developing self-awareness and promoting a constructive feedback culture.


The Solution

We began the process by having each team member complete the Korn Ferry 360 assessment. This assessment is the platinum standard of all 360 assessment tools and is based on extensive research into what makes leaders successful. It uses 360 feedback data from all major stakeholders to offer meaningful and comprehensive insights into the leadership capabilities of the participant.

Each team member completed the assessment, gaining invaluable feedback from their manager, peers, customers, and other key stakeholders. They also received a 1:1 debrief of their personalised report so they could understand the results of the assessment and begin to build the outcomes into their development objectives.

Using the group data gained from the Korn Ferry 360 assessment, we designed a bespoke 3-day team workshop event. The highly engaging and interactive sessions were designed to build on the strengths of the team, develop communication, relationships, and feedback skills.

The first day focused on providing the team with essential feedback principles. We tailored the feedback models and principles to fit with the language and tools already used throughout Bacardi so that the content remained familiar to the team. On day 2 and 3, each team member then participated in a “hot seat” feedback exercise, enabling everyone to provide and receive feedback from one another.


The Results

Our solution supported the team to bond further and create an increased level of mutual understanding, support, and openness. By using an individual 360 assessment, each team member was able to identify some personal actions they could use to build an actionable development plan and ensure the KF360 becomes a useful tool in their development.

The workshops then converted these insights into the team environment, fostering a culture of trust and constructive feedback and enabling the team to identify some actions which will support the team’s development in the future.

Participants were thrilled with the experience, finding the event both enjoyable and impactful. The team’s leader gave our facilitator, Tatjana Harttung, the following feedback:

“I join my team in thanking you for the beautiful time spent together! The workshop was definitely one of a kind that everyone deeply appreciated and learnt a lot from. Since that moment a big part of CEEBB success belongs to you too!”

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