US: Bacardi hails Cuban heritage with rum push

By | 28 May 2013

Bacardi has launched a marketing push behind its namesake rum brand that pays homage to its Cuban roots.

The “Vivimos” campaign opened last week with a TV and online spot, Bacardi said on Friday (24 May). The ad, which can be viewed above, shows how events such as Cuba's fight for independence from Spain helped shape the brand.

It features the Cuba Libra cocktail - Bacardi rum, cola and lime - which Bacardi says was created by American soldiers in Havana celebrating the end of the Spanish-American War in 1900.

To read a report on how rum is likely to continue its growth thanks to its versatility, click here.

Expert analysis

The Alcoholic Drinks Market in USA

Market demand for years 2007, 2011, 2012 and forecasts for years 2013, 2014 and 2015. Company market shares and brands for 2012 and continuously updated.

Sectors: Marketing – advertising & promotions, Spirits

Companies: Bacardi

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