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Tuesday, September 26, 2006

Bacardi loves 42 Below

42 Below is the little vodka company that could. With brash marketing, strong ties to the gay & lesbian community, and an attitude that makes you want to hate them for being so cool, they were able to get purchased.

They've become New Zealand's first global brand of any type of alcohol and they did it by having a small little company by the name of Bacardi purchase them. Not bad for a vodka brand that started out 7 years ago in some guy's garage.

So now, 42 Below gets some international marketing muscle, expansion in to another 100 countries or so, and a cool NZ$138 million. Not bad for 7 years of work.

Congrats to the 42 Below crew!

Bacardi purchases 42 Below - [Bloomberg.com]

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