Bacardi is starting up a radio station called Bacardi B-LIVE with on-line and mobile radio music content. 

The channel has started in the UK and will roll out globally from May 2006.

Listeners can download the radio player from the Bacardi website, bluetooth the software to their mobile handset or listen online.

Bacardi B-LIVE will play "a mix of uplifting party anthems from the world's hottest dance floors" with weekend content featuring the best of the week and live recordings of DJ sets recorded at events across the globe, the company said. 

Bacardi's global brand director John Burke said: "Thanks to developments in mobile and 3G handset technology it is possible for brands to take their music properties beyond clubs and festival fields. We're fulfilling the needs of our adult consumes who want great dance music with them wherever they go."