 |
| Major Lazer |
The latest part of the “Sound of Rum Campaign”, Bacardi has created this
limited edition rum in collaboration with Trinidadian DJ and music producer
Jillionaire, who has been appointed as Bacardi’s ‘minister of rum’. Bacardi has forged a relationship with
the American electronic music trio Major Lazer that launched an experiential
campaign featuring multimedia events, music offerings and rum releases.
Major Lazer took a trip to the Bacardi
distillery in Puerto Rico, where they worked alongside Maestro de Ron Manny
Oliver to develop three different blends – one of which later became Bacardi’s
latest Major Lazer Limited Edition.
Unveiled in Berlin at the Bacardi Legacy
Cocktail Competition, the liquid is a blend of light and dark rums aged between
three and four years, offering notes of tropical fruit, cedar, almonds and
vanilla.
 |
| Major Lazer Rum |
Speaking of Major Lazer’s visit to the
Bacardi distillery, the brand’s global advocacy director Jacob Briars said:
“There are lots of people who are fascinated by the process of making spirits,
but Jillionaire was passionate about it”.
At the same time as debuting the new expression, Briars announced
Jillionaire as Bacardi’s ‘minister of rum’ – someone who “shares the brand’s
unique passion and spirit to help revolutionize the rum category”. “I’m truly
passionate about rum, its craft and its Caribbean heritage. I grew up in
Trinidad, where rum is a big part of the culture, and I worked in bars for many
years learning how to master the perfect rum cocktail,” said Jillionaire. “As minister of rum at Bacardi, I hope to
further deepen Bacardi’s connection to music and embed the Sound of Rum into
broader culture.”
‘The Sound of Rum’ concept is a way to
“connect Bacardi’s island roots to modern music”, and has since become a “cultural
and creative movement”. “It’s been
exciting working with Jillionaire over the last few months – we’ve seen his
talent first hand and he’s a true rum aficionado,” said Zara Mirza, global head
of creative excellence at Bacardi.
Bacardi
Major Lazer Limited Edition Rum will be available across the US in summer, and
is slated to hit retail shelves in June at a suggested price of $19.99. Bacardi expects to be rolling it out to select international markets in September.
