The Bacardi Legacy Cocktail Competition
In search of its next legacy cocktail, Bacardi India organized the Bacardi Legacy Cocktail Competition challenging the best contemporary bartenders in the world. The national finale of the event was held at Trident, Gurgaon on 2nd April, 2014. The event was executed by P3P Entertainment and was attended by close to about 100 people.
The jury of the finale comprised of stalwarts such as Mr. Aki Eguchi, number one mixologist in South East Asia, Mr. Vijay Subramaniam, Managing Director, Bacardi India and South East Asia and Mr. Nitesh Gandhi, Hotel Manager, Trident along with another panel that comprised of three food, fashion and lifestyle bloggers.
Top thirteen bartenders from across the country were selected after going through various regional rounds. The winners of the competition were Mr. Manmohan Singh from PCO, New Delhi, first runner up, Tobias Carvalho from Ellipsis Mumbai and second runner up Mr. R Hariharan from High Sky Lounge, The Raintree, Chennai and Ms. Ami Behram from Flair Witch Project, Mumbai. The winner will get a chance to compete in the global grand finale of Bacardi Legacy Cocktail Championship with other contenders from all across the globe, which will be held in Moscow in May 2014.
The Legacy championship is part of Bacardi’s ‘Bacardi Untameable Since 1862’ that is primarily designed to engage Millennials (Generation Y), who are coming of age in an uncertain risk-averse world; and to encourage them to pursue their passions no matter what – much like the Bacardí family did. It connects Bacardi with passionate individuals within a common sentiment that the brand stands for - True passion cannot be tamed.
‘Bacardi Untameable Since 1862’ is the next chapter of marketing for Bacardi. The campaign brings forth a new visual identity and a typeface inspired by the Cuban Art Deco style of the early 1900s. Bacardi has also come up with a new logo that is a creation inspired by Bacardi bat hand-drawn designs from the early 1900s. The new logo stays true to the integrity of the original symbol representing good luck, good fortune and family unity. The campaign will have extensive presence in print, digital, OOH as well as television mediums.
On this global repositioning, Mr. Manish Seth, Director of Marketing and Sales, Bacardi India, says, “We are proud to usher in a new era for Bacardi, with a focus on the brand’s heritage and legacy showcasing the unfailing determination of the Bacardí family. This campaign infuses the Bacardi brand with the authenticity of its origins, celebrates the incredible quality and craftsmanship of our rums and showcases a universally resonant attitude. Bacardi now makes a compelling shift from associations with beaches and parties to a more personal association with our consumers. Bacardi takes an emotionally relevant stand while being distinctly masculine, and is unafraid to share it with the world.”
Around The World