Bacardi is understood to be holding a six-figure pitch for its Bacardi Beginnings music platform in the UK as it looks to drive engagement among its core audience of males in their mid-20s.
The rum brand created the Bacardi Beginnings platform last year as part of its 150th anniversary celebrations to connect with its male consumers around the age of 25.
Established UK music artists Friendly Fires, Mylo, and Joe Goddard were each given a grant to mentor and raise the profile of up-and-coming music talents AlunaGeorge, Ronika, and Jessie Ware, through collaborations and performances.
The initiative was handled by Glassjar and Instinct PR and featured the messaging: “150 years of starting parties – that's 150 years of throwing legendary parties, bringing people together over great music, and great drinks.”
Bacardi is looking to keep the platform focused on music, but neither Glassjar nor Instinct are involved.
Bacardi was unavailable for comment.
This story originally appeared on the website of PRWeek UK, the sister title of PRWeek at Haymarket Media.