BACARDI USA

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AMBITION

Elevate Bacardi USA’s presence at mixology festivals throughout US in a highly saturated market, inspiring a generation of American bartenders to become passionate advocates of Bacardi USA and their portfolio of brands (including Grey Goose, Dewar’s, Bombay Sapphire, Martini, Cazadores and Corzo).

ACTION

Engaged and educated the world’s leading cocktail industry influencers on Bacardi’s portfolio, by developing a series of creatively charged, 100% Bacardi-“owned” event concepts to showcase at top mixology festivals around the US.

New Orleans:
“Awaken Your Spirit” - an immersive and outof-the-ordinary masquerade ball themed around “spirit animals” – was staged at Tales of the Cocktail. The event brought together Bacardi’s diverse brand portfolio, all represented by different spirit animals.

Narrative details were staged throughout the venue to guide the experience and promote trade education, including elaborate décor, costumes, hidden entrances and secret vignettes. These details helped showcase each of the brand’s rich and distinct histories and product stories.

Portland:
Staged “Bacardi Bar Challenge” - a team building experience at Portland Cocktail Week, challenging bartenders to independently conceive and build their very own bar concept in a single day. Over the course of 10 hours, four groups of bartenders designed and built their very own functional bars – every detail was considered, including the bar’s story and vision, menu, décor, bar design. Each bar was tied to a portfolio brand, and promoted trade education in an exhilarating and memorable manner.

IMPACT

Created breakthrough experiences at the top 2 mixology festivals in the US, capturing the imagination and loyalty of 1500+ of the world’s most influential bartenders.

Staged memorable never-before-seen experiences that were talked about among the trade, through impactful design and event narrative.

Created invaluable networking opportunities for participating bartenders. Developed content post-event to share the story.