"We chose El Coco, the original palm tree planted by Don Facundo
Bacardi Masso's son 150 years ago; the symbol of the Bacardi company's
heritage and Cuban roots. The liquid concept was 'By the family for the
family' a concept that resonates with the celebration of the past and
the anticipation for the Bacardi company’s future."
"The etched co-ordinates 20 01 48.69N 075 49 56.86W which mark the
birthplace of Bacardi rum in Santiago de Cuba where the story began."
Source: thedieline