Bacardi is celebrating in San Francisco, Los Angeles, Denver, Miami, NYC, Philadelphia, Fort Lauderdale, Chicago, Boston, and Atlanta.
Bacardi has unveiled a campaign inviting consumers across the United States to ‘Raise Your Rum’ in conjunction with the upcoming National Rum Day celebrations taking place on 16 August. The push aims to bring awareness to the spirit’s history, versatility, and cultural comeback.
The brand is celebrating with more than 5,000 consumers and trade samplings at 100 participating bars until mid-month. The festivities have launched in San Francisco, Los Angeles, Denver, Miami, New York City, Philadelphia, Fort Lauderdale, Chicago, Boston, and Atlanta.
Bacardi has rolled out radio programming including major market morning shows featuring rum cocktail tutorials from brand ambassadors. Additionally, fans are encouraged to swap out their favourite bourbon or gin classic cocktail recipe for a rum alternative to elevate the spirit.
“The innovations of our founder helped create one of the most versatile spirits. I’m confident he would be proud to know that the brand is one of the most frequently heard bar calls in the world,” said Mauricio Bermudez, Brand Director, North America at Bacardi.