INSIGHT
Millennials have an unparalleled passion for music and a desire to gain exclusive access to one-of-a-kind experiences.
RETAILER INSIGHT
Retailers want to display and feature brands that are on-trend, relevant to shoppers, and give them experiences to keep coming back to their store.
IDEA
Partner with Live Nation to give BACARDI fans access to the concert experiences they crave, and to inspire repeat purchase of BACARDI Superior Rum.
RESULTS
• Total brand volume swung +1.6PPT into positive territory
• Promoted product volume increased +2.6% YOY
• Retail features rose in Liquor +15% and in Grocery +32%