Bacardi launches first voice-led tasting campaign

Rum brand Bacardi has partnered with a voice-activated sampling programme to give German consumers a chance to try its range for free.

The Bacardi sampling scheme features the strapline “The next round is on us”

Drinkers in Germany will be able to register online with Send me a Sample and can then request a sample of Bacardi rum through their Google Assistant- and Amazon Alexa-enabled devices.

To receive a free sample of Bacardi Añejo Cuatro Dark Rum, users must say “send me a sample of Bacardi” to their smart speaker.

Lucy King, performance marketing director – global for Bacardi, said: “We pride ourselves on building Bacardi’s legacy on creativity and innovation, and so are delighted to be the first brand to bring voice-activated marketing to Germany.

“Working with Send me a Sample to use voice in such an innovative way will allow consumers to sample our Añejo Cuatro Dark Rum in the comfort of their homes, as well as giving us the opportunity to build a lasting customer connection.”

As part of the scheme, legal drinking age consumers in Germany will be targeted with a social media campaign that features paid-for ads and influencer-led posts on Instagram. Each piece of content will include instructions on how rum fans can receive their free sample of Bacardi Añejo Cuatro Dark Rum.

Will Glynn-Jones, co-founder of Send me a Sample, said: “Being part of a market first is always extremely rewarding. But to be entrusted with activating such a global household brand’s first ever voice campaign is testament to the service we offer.”

The sampling initiative, which will go live tomorrow (2 May) follows Send me a Sample’s other schemes with Coca-Cola, Nestlé and Benefit Cosmetics.