BACARDI® Rum and Spotify Partner to Present "Spotify on Tour With the Big Green Bus" Tour Marks First Experiential Partnership Between Spirit Brand and Spotify

Co-Branded Bus Rolls Across the U.S. Starting August in Los Angeles



CORAL GABLES, Fla., July 10, 2012 /PRNewswire/ -- Today, BACARDI® rum announced it will team up with Spotify, the award-winning digital music service, to present BACARDI on tour with the Spotify Big Green Bus.  The aptly named tour will feature a big green bus making stops at some of the biggest music events of the season to create the ultimate musical road trip.  This marks the first time that Spotify has partnered with a spirits brand to create a user experience on this scale. 

The Spotify Big Green Bus will travel across the United States in the second half of 2012 and will combine in-bus, online and offline music activations to spread the love of music discovery and sharing.  Secret shows and festivals, in addition to meeting artists and other music lovers across the country in the VIP BACARDI Bar, are just some of the things fans of legal drinking age can expect when Spotify rolls into town.

"This partnership with BACARDI is an extension of our successful Spotify House at this year's SXSW where we were able to create a live experience that spoke to our users' passion for music and love of social media," said Erin Clift, VP, Global Marketing Solutions, Spotify.  "With the support of BACARDI rum we are now able to recreate that amazing experience for music fans across the United States."

BACARDI rum has been working in concert with music brands since its early days, playing off of its authentic heritage of 150 years of salsa dancing the night away in Cuba, and fueling people's passion for life and music. BACARDI rum is also one of the most social spirits online, having recently grown to nearly 2.7 million Facebook fans worldwide. Spotify is integrated within the rum's latest Facebook app – the BACARDI PartyStarter, which tells users (age 21+) what they will need to throw a custom party after they put in a few details, including a distinct Spotify playlist.

"BACARDI rum is committed to social media as a means to engage with a new generation of consumers," said Toby Whitmoyer, vice president and brand managing director, rums category, at Bacardi U.S.A., Inc. "Music remains an important avenue for the consumer, and Spotify offers BACARDI a new and effective way to do so, delivering a unique experience and engaging our fans in an entertaining and interactive way."

BACARDI on tour with the Spotify Big Green Bus will kick off in Los Angeles in early August.  The Big Green Bus will then roll across the U.S. making stops in Portland, Austin, St. Louis, New Orleans and Miami.

About BACARDI Rums
In 1862 BACARDI revolutionized the spirits industry when founder Don Facundo Bacardi Masso began producing his remarkable light-bodied, smooth rum – BACARDI, the world's favorite rum brand. The unique taste of BACARDI Rum inspired cocktail pioneers to invent some of the world's most famous drinks including the Mojito, the Daiquiri, the Cuba Libre, the Pina Colada and the Presidente.  BACARDI Rum has won more than 400 awards for quality and product profile making it the world's most awarded rum.  Today, BACARDI rum is produced in Puerto Rico, following the production legacy set forth by Don Facundo – crafted in a five step distillation process, aged in American white oak barrels, and filtered five times for unparalleled quality and smoothness.

About Bacardi U.S.A., Inc.
Bacardi U.S.A., Inc. is the United States import and distribution arm of one of the world's leading spirits and wine producers. The company boasts a portfolio of some of the most recognized and top-selling spirits brands in the United States including BACARDI® rum, the world's most awarded and best-selling premium rum; GREY GOOSE® vodka, the world-leader in super-premium vodka; DEWAR'S® Blended Scotch Whisky, the number-one selling blended Scotch whisky in the United States; BOMBAY SAPPHIRE® gin, the top-valued and fastest-growing premium gin in the world; CAZADORES® 100 percent blue agave tequila, the number-one premium tequila in Mexico and a top-selling premium tequila in the United  States; MARTINI® vermouth, the world-leader in  vermouth; and other leading and emerging brands. For additional information, visit www.bacardiusa.com.

About Spotify:
Spotify is an award-winning digital music service that gives you on-demand access to over 16 million* songs.  Our dream is to make all the world's music available instantly to everyone, wherever and whenever they want it.  Spotify makes it easier than ever to discover, manage and share music with your friends, while making sure that artists get a fair deal.  Spotify is available in 15 countries including USA, UK, Sweden, Finland, Norway, Denmark, France, Switzerland, Germany, Austria, Belgium, The Netherlands, Spain, Australia and New Zealand, with more than 10 million active users and over 3 million paying subscribers.

ENJOY TOGETHER RESPONSIBLY.
www.bacardi.com 
©2012 BACARDI AND THE BAT DEVICE ARE REGISTERED TRADEMARKS OF BACARDI AND COMPANY LIMITED. BACARDI U.S.A., INC., CORAL GABLES, FL. RUM 40% ALC.BY VOL.


 


 

SOURCE Bacardi U.S.A., Inc.




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