BACARDÍ set out to establish themselves as a key brand within iconic music moments in order to drive cultural relevance and recruit the next generation of rum drinkers.

FT helped BACARDÍ remain synonymous with the Summer music festivals season by kicking off the season at Governors Ball Music Festival with a brand owned hybrid live experience that engaged millions of consumers virtually with unforgettable music performances by the Martinez Brothers and Major League DJz. Later in the summer, Farruko took the Casa BACARDÍ stage at Life is Beautiful, In Las Vegas, for an exclusive and surprise performance, garnering excitement at both the festival and online.