Bacardi-Martini announces new advocacy initiatives to support the on-trade

Bacardi-Martini Ltd advocacy initiatives

Bacardi-Martini Limited (BML) has rethought and reinvented its advocacy initiatives to support the hospitality industry in the wake of Covid-19.

With Shervene Blackburn (pictured), UK head of brand advocacy at Bacardi Martini Ltd, at the helm, activations will go live to support bars and bartenders alike across the UK for the foreseeable future.

Trade ambassadors

BML’s team of brand ambassadors, which as of July – in response to the needs of the industry – evolved into a team of ‘trade ambassadors’, with a focus on the community.

Historically, each ambassador represented a brand, but they will now represent the portfolio, allowing each locale to have one dedicated resource who understands the unique needs of a particular account and can support them on their journey to recovery.

Digital Menu Creator

BML has also been working with MRM Global to create an online Digital Menu Creator platform for accounts, which streamlines content and marketing material creation while maintaining continuity across multiple customer touch points, such as social media, screens in bars and menus.

The platform provides innovative safety solutions such as the option to place QR codes on menus that have been treated with an anti-bacterial lamination.

Decision Tree

As part of the new advocacy initiatives, building knowledge through category and experience training will continue to remain relevant, with a focus on cocktail inspiration and how to address hot topics such as food and drink pairings and mindful drinking.

Whatever the needs of an account or individual, BML has developed a Decision Tree to identify their training needs, taking into consideration team size, ambassador led, self-teach, face to face or online.


The newly created SPIRIT.ED App has been designed to allow bartenders to continuously perfect their craft, keeping up with the fast pace of changing trends and tastes.

The app’s features include a recipedia of seasonal and signature serves, fun games and short ‘How To’ videos, covering need-to-know techniques and expertise from industry leaders.

Refresher tutorials on key spirit categories underpin the whole app and the serve portal gives inspiration for cocktails and allows users to get creative and submit their own serves.

Virtual Tasting Kits

For more in-depth, focused training requirements, BML has launched a series of Virtual Tasting Kits, which have been devised to create inclusive training spheres for bartending teams on Zoom, hosting up to 300 people in one sitting.

Delivering digital training solutions at scale within an interactive environment facilitated by home-delivered tasting kits, the fully interactive sessions will be led by a trade ambassador and focus on brand history, category insights and tastings.

Digital training solutions, from bartending skills to cocktail knowledge, will remain interactive as each participant receives a tasting kit delivered through their letterbox, before joining a guided session with the trade ambassadors.

Shervene said: “The on-trade landscape has changed dramatically and, as accounts start to reopen, we must go all in to support them and bartenders alike as they adjust to this monumental shift.

“BML is committed to supporting the on-trade through this recovery period and we have developed a revised approach to advocacy support with these changes in a progressive and forward-thinking way.

“These tools have already started to roll out and will be supported by our team of trade ambassadors in their communities going forward. We look forward to working with old friends and new during this process and applaud the hospitality industry for its resolve in recovery so far.”

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