Bacardi pushes forward with fashion strategy

Bacardi is continuing to strengthen its association with the fashion world by launching a collaboration between its Corzo Tequila brand and American playwear label Thaddeus O’Neil.

Bacardi’s Corzo Tequila has partnered with luxury American playwear label Thaddeus O’Nei

Signature Corzo Tequila cocktails were co-created O’Neil and mixologist Jillian Vose at the New York debut of the designer’s first womenswear collection.

Each cocktail was named after the inspiration behind O’Neil’s new range.

The partnership is part of Bacardi’s programme to “blend spirits and fashion” led by the firm’s vice president of fashion Akiko Maeda, who was appointed to newly created role in April this year.

“My focus is to introduce Bacardi to the adult fashion consumers,” said Maeda.

“But just as important is content to be shared socially, so even those without these hard-to-get show invitations can participate. The key to our program is the audience who is sitting outside the fashion world.”

Speaking to The Spirits Business, Mike Dolan, CEO of Bacardi, said that as part of recent “radical” changes to the firm’s marketing strategy, Bacardi’s core portfolio would be increasingly linked with other industries such as fashion, music and sport.

In addition to Maedo, Bacardi has hired a number of “experts” to enhance the presence of Bacardi in each of these respective fields.