With a lineup of leading spirits that includes Grey Goose vodka, Patrón tequila and Dewar’s blended scotch, Bacardi Limited markets a portfolio of 200 brands.

I recently asked Bacardi president and global chief marketing officer John Burke to give us an inside look at what he’s been up to during the past year’s disruptions.

Paul Talbot: What strategic considerations have been guiding adjustments to your marketing strategies?

John Burke: Marketing today is in a very fluid state. Things have been changing more over three months than they typically would in three years.  This has meant that more than ever we have had to strike the right tone and provide the right content in the right moment.

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