BACARDI USING MUSIC TO REACH OUT TO CORE CONSUMERS

Bacardi will launch its “Bacardi B Live” Radio in May which is the first totally funded online and mobile radio station funded by a consumer packaged goods company. Scheduled to go out first in the U.S. and London, the station will eventually roll out globally and be available through the Internet and directly through mobile phones. 21+ consumers will have the ability to stream music 24/7 through the Internet as well as hear Bacardi sponsored concerts and events. “This allows our 21+ audience to experience the values of the brands anywhere,” said Shane M. Graber, Group Marketing Manager, Bacardi USA Inc. “Bacardi Live” will play dance music with guest DJs from around the world and feature a “best of the week” show every weekend.