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Bacardi names musician Swizz Beatz in new cultural role

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Bacardi has appointed hip hop artist Swizz Beatz to the newly-created role of global chief creative for culture in a bid to deliver events, marketing and social activations with industry influencers in new ways.

Bacardi has created a global chief creative for culture role

Bacardi has created a global chief creative for culture role

The firm claims the multi-year deal is a "first of its kind" for Bacardi. The aim is to develop partnerships, activations and ideas that further incorporate the Bacardi brands into music, art and film, the company said.

"For Bacardi, having Swizz as a partner represents an opportunity to sell more than just bottles and cocktails. It represents a convergence of our brands in lifestyle and cultural experiences," said Mike Dolan, CEO of Bacardi. "Consumers are identifying with brands that fit their lifestyle in culturally-relevant ways and Swizz is the perfect partner to identify and forge these new consumer connections."
 
As part of the relationship, Swizz Beatz will represent Bacardi and its brands at cultural activations in the US and in emerging markets. Financial terms of the tie-up were not disclosed. 

The move follows the appointment of a VP for fashion in April last year. 

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