Earlier this month, Bacardi signed a one-year “multi-faceted” marketing agreement with UK dance act Groove Armada. The announcement made headlines, with some commentators suggesting the deal was another nail in the coffin of record labels. In this month’s Just the Answer, we talk to Bacardi’s global experiential marketing manager, Sarah Tinsley, to get the low-down on what has been hailed by some as the next step in the drinks/music industry relationship.

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