A Ukrainian activist group is calling on King Charles to revoke royal warrants held by companies that continue to operate in Russia, with Bacardí among those in the spotlight. The group, B4Ukraine, sent a letter to the monarch ahead of his birthday on 15 June, singling out Bacardí alongside FMCG giants Nestlé, Unilever, and Mondelez, the parent company of Cadbury.
Campaigners target business ties to Russia
Royal warrants are marks of recognition granted to companies or individuals who have regularly supplied goods or services to the Royal Household. Bacardí, which owns the Martini brand, currently holds such a warrant, originally granted by the late Queen Elizabeth II, for supplying vermouth.
According to the campaigners, companies that continue to maintain operations in Russia are indirectly aiding the Kremlin’s war efforts in Ukraine by supporting the Russian economy. B4Ukraine believes that revoking these warrants would send a strong message of solidarity with Ukraine.
“Such a decisive step would not only demonstrate the solidarity of the Royal Family with Ukraine but also convey that the Family does not condone the continued presence of these companies in Russia,” the group wrote in its letter.
This is reportedly the first time B4Ukraine has explicitly called for royal warrants to be rescinded, although it has been attempting to contact Buckingham Palace since February without receiving a reply.
Royal Household reviewing warrants
The Royal Household is currently in the process of reviewing hundreds of royal warrants issued during Queen Elizabeth II’s reign. A final decision is expected later this year, and the pressure from campaign groups like B4Ukraine could influence the outcome.
Last month, King Charles revoked two royal warrants — from Samsung and Kimberly-Clark — both of which had business ties to Russia. The move followed similar lobbying efforts from Ukrainian advocacy groups.
The latest campaign focuses attention on Bacardí and its long-standing association with the Royal Family. Whether the company retains its royal endorsement in the wake of the review remains to be seen.
Bacardí’s shifting position in Russia
Despite continued scrutiny, Bacardí has made efforts to scale back its presence in Russia. In May, it was reported that the drinks giant had drastically reduced its local range, including a suspension of key brands like Bacardí rum, Grey Goose vodka, and Bombay Sapphire gin.
Retailers in Russia have confirmed that stock levels of Bacardí products are now nearly depleted. Supplies were previously sent in bulk to on-trade accounts before being suspended in early 2023. As the last of these reserves are exhausted, any remaining access to Bacardí drinks is now reliant on parallel imports.
Still, B4Ukraine argues that the company’s previous involvement in the Russian market warrants action.
Warrant status under scrutiny
The issue of royal warrants has come under increasing scrutiny in the wake of geopolitical tensions. B4Ukraine’s campaign represents growing efforts to use brand prestige and royal recognition as leverage in holding corporations accountable for their business decisions.
If Bacardí loses its warrant, it would join a growing list of companies facing reputational fallout due to associations with Russia amid the ongoing war in Ukraine. The Royal Household’s final ruling on warrant holders could mark a pivotal moment in how legacy endorsements are weighed against present-day political and ethical considerations.
The drinks business has contacted Bacardí for comment on the matter but had not received a response at the time of writing.