How do you get your new product in the press? Get reporters drunk,
Granted, it helps if your product is liquor to begin with. And in this
case, it was the tasty and versatile Bacardi O (a new orange-flavored
rum) that had food and wine writers too drunk to care that they were
wearing pith helmets as they journeyed from one New York restaurant to
another in a stretched Humvee limo.
At each of five restaurant stops (a sixth was cancelled due to premature
drunkenness - like they didn't see that one coming), the booze cruise
was introduced to the myriad ways in which Bacardi O-infused drinks can
complement various styles of cuisine, from Japanese to Moroccan.
According to Bacardi, the flavor orange has a "reputation for arousing
sensuality and heightening hidden desires." That may be true, because
from now on, a certain PRWeek hack will have a hard time showing his
face in five New York restaurants.