Bacardi soundtracks the ‘rhythm of cocktail-making’

12th September, 2019 by Owen Bellwood

Bacardi has recruited five bartenders from around the world to star in a new video based around the “rhythm of cocktail-making” as part of the brand’s Sound of Rum campaign.

Sound of Rum features the sounds of ingredients and tools used in cocktail-making

The brand’s new Sound of Rum video and track features the sounds of ingredients and tools used in cocktail-making and stars bartenders Lawrence Gregory, Julia Rahn, Raysa Straal, Adrian Nino and Nicole Fas.

Celebrating the “sounds that make you want to move” and local bartending talent, the track has been executive produced by hip-hop artist Swizz Beatz and uses the sounds of bottles opening, fruit-chopping and cocktail-shaking.

Fabio Ruffet, regional brand director for Bacardi Europe, said: “Bringing together this group of bartenders highlighted the pure energy and skill that goes into cocktail-making.

“From the moment they met on set, the connection between them was instant – there was a palpable electricity as they hit it off and started discussing plans for local bar takeovers in each other’s cities. No one drinks rum sitting down – and now even the making of our cocktails has its own uplifting beat.”

Alongside the track, Bacardi has released a Caribbean-inspired video, which sees a bartender working behind the scenes of a bar as she carries a crate of Bacardi down a neon-lit alley. The sound of the bottles clinking launches the music track as the shot cuts to the colourful bar and energetic crowd, all dancing to the newly-created beat.

Directed by American filmmaker Tucker Bliss and created and produced by creative agency AMV BBDO, the video was shot in a traditional courtyard that was transformed into a fully-stocked, vibrant Caribbean-inspired bar and dance floor.

The new Sound of Rum video, which is available to watch below, will run on Bacardi’s social channels across Europe from today (12 September).

To celebrate the launch of the new video, each of the bartenders featured in the campaign has created a new Bacardi-based cocktail.

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