Bacardi and Swizz Beatz in ‘industry first’ partnership

Bacardi has enlisted Grammy award-winning music producer Swizz Beatz as its global chief creative for culture under a multi-year agreement.

Swizz Beatz, who is also an entrepreneur, artist, art collector, has joined forces with Bacardi to “deliver events, marketing and social activations with industry influencers in exciting and new ways”.

As part of the deal, described as the “first of its kind” in the drinks industry, Swizz Beatz will oversee projects across Bacardi’s entire portfolio of brands and will represent the group at numerous events in the US and emerging markets.

Bacardi said the goal of the partnership is to “further incorporate the Bacardi brands into the worlds of music, art and film”.

Speaking to The Spirits Business last year, Mike Dolan, CEO of Bacardi, said that central to the company’s marketing strategy is linking with a number of other industries, or “verticals”, namely music, fashion and sport.

“For Bacardi, having Swizz as a partner represents an opportunity to sell more than just bottles and cocktails,” said Dolan. “It represents a convergence of our brands in lifestyle and cultural experiences.

“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.”

Bacardi now plans to work with Swizz Beatz to forge deals with leading names in sport, fashion, technology, art and film around the world over the coming months.

“As the Bacardi Global Chief Creative for Culture, I will be involved in all aspects of the product—from brand marketing and advertising to innovation and selling platforms—areas to which I will bring a new, fresh perspective,” added Swizz Beatz.