Top 10 spirits marketing campaigns in December 2018

7th January, 2019 by Owen Bellwood


Bacardi rum has hired Black Panther star Michael B Jordan to co­-direct a new film as part of its “continued efforts” to push premiumisation in the category.

Jordan and music video director Paul Hunter have joined forces to direct the film, called The Angel’s Share, which seeks to educate consumers about how rum is crafted.

The “narrative-­driven” film follows three characters as they each tell their own version of the story about the angel’s share – a term used to describe the portion of a spirit’s volume that is lost to evaporation during cask maturation.

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