New Bacardi campaign champions Cuba Libre

bacardi gold cuba libreA new campaign is set to be launched in the on-trade for Bacardi rum focusing on the classic Cuba Libre serve.

A sampling campaign in bars, exclusive drinkware, a promotional game, bartender incentives and point-of-sale materials will market the serve traditionally made with Bacardi Gold rum with Coca-Cola and lime.

It follows the release of Bacardi Gold in the UK with the ABV increased from 37.5% to 40%. It is made from a blend of rums aged between one and two years in oak barrels and passed through charcoals to create a smooth character.

The activity is due to go live from mid-May and run throughout the summer, targeting people aged 18 to 29 at the point of decision through “exciting, memorable and impactful” activity.

It follows the launch of a new global campaign under the banner of “Untameable Since 1862”, celebrating the “Irrepressible Spirit” demonstrated by the Bacardi family over the years.

The Cuba Libre drinkware is designed to deliver the perfect serve to target consumers and stand out in busy bars, pubs and clubs. A total of 100,000 Bacardi Cuba Libre cups will be distributed to selected on-trade venues.

Each 284ml antique-finished tin cup will feature the Bacardi logo and the story of the original “Por Cuba Libre” toast to freedom etched on the outside. The original Cuba Libre was invented in the American Bar in Havana in 1900, two years after the end of the Cuban-American war.

Bacardi is also investing in a high-profile Release the Bats sampling campaign that will initially roll out across specially chosen on-trade venues in London, Manchester and Glasgow for 16 weeks throughout the summer.

The programme will champion a good-quality Bacardi Cuba Libre, which will be professionally made by a team of brand ambassadors who will bring the Cuba Libre story to life and deliver 50,000 serves to consumers.

It will feature an interactive Release the Bats game which will build energy in the bar, offering consumers the chance to win exclusive on-the-spot Bacardi prizes by playing a unique two-player Cuban pinball game.

The campaign will be supported by point-of-sale (POS) material including tent cards, bar runners, back-bar displays and digital ads to educate consumers on the story of the Cuba Libre.
Rate of sale will also be driven through branded coasters featuring a prize promotion that uses lime as part of the redemption mechanic, reminding consumers of the use of lime segments in the classic drink.

The campaign also aims to drive advocacy among bartenders, starting with training sessions run by Bacardi UK brand ambassador Shervene Shahbazkhani to educate bar staff about the rum and key Bacardi serves including the Cuba Libre, Daiquiri and Mojito.

An incentive programme, running for the duration of the Release the Bats activity, will reward bartenders for upselling to a Bacardi Cuba Libre and delivering a perfect serve.

Bartenders who successfully promote the drink can win cash vouchers, with the managers of outlets who achieve the maximum rewards receiving a bottle of Bacardi Gold rum and the chance to enter a prize draw to win a city break to Europe.

Lisa Jazwinski, Bacardi UK & Ireland brand director, said: “This is a really exciting year for Bacardi. We’re bringing new innovation such as Bacardi Gold rum at 40% ABV into the UK on-trade and, with the sub-category of golden rum continuing to experience double-digit growth, it’s important that we inspire consumers by reigniting the ‘Irrepressible Spirit’ that shines throughout the Bacardi story.

“Our latest on-trade activity will capture the hearts and minds of our target consumers whilst driving consideration of Bacardi Cuba Libre. We’re confident that the introduction of our higher ABV Bacardi Gold rum and our ‘Bacardi Untameable Since 1862’ marketing campaign will increase bar calls for Bacardi, as well as driving further growth in the rum category.”

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