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BACARDÍ® RUM’S NEW MARKETING CAMPAIGN CELEBRATES RICH CUBAN HERITAGE

The “Vivimos” campaign launches on Cuban Independence Day with nod to brand’s Cuban roots

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Coral Gables, Fla., May 22, 2013 /PRNewswire/ — BACARDÍ®, the world’s best-selling and most awarded rum, launches a new marketing campaign, “Vivimos,” in celebration of the brand’s storied origins in Cuba. A pioneer in rum-making and key player in Cuba’s fight for independence starting in the late 1800s, BACARDÍ rum’s founder Don Facundo Bacardí Massó and other revolutionary family members including Emilio Bacardí, brought ground-breaking change to the rum industry and to Cuba despite endless challenges. The new campaign will drive consumer awareness and excitement while reinforcing the brand’s rich, courageous heritage at a time when authenticity and masculinity are key themes among target consumers.

The campaign’s TV and digital films were directed by filmmaker Jake Scott and depict stories that were inspired by actual historical events that shaped the brand. The television spot “Cuba Libre” takes place during a time of political unrest in Cuba in the late 19th Century, when the country was fighting for freedom from Spain. Scott used this historical backdrop to shape his story on how the Cuba Libre, more commonly called BACARDÍ and cola, is the original cocktail of freedom.

“Bacardi is a company with proud Cuban roots and courageous founders. This campaign celebrates their irrepressible spirit with the goal of inspiring men of today to live as boldly and passionately as they did,” said Toby Whitmoyer, vice president and brand managing director, rum category, at Bacardi U.S.A., Inc. “Through ‘Vivimos!’ we toast to the rebel in all of us with the Cuba Libre, the original cocktail of freedom, named for the Cuban rally cry for independence.”

Created in 1900 by American soldiers gathered in Old Havana to celebrate the end of the Spanish-American War, the original Cuba Libre is a refreshing mix of BACARDÍ rum, cola and lime. For more than 112 years, the Cuba Libre, the natural cocktail choice for rebellious spirits, has been enjoyed and remains one of the world’s favorite cocktails.

Cuba Libre Recipe

Following the Bacardi 150th anniversary celebration in 2012, “Vivimos” builds on consumer curiosity and the momentum surrounding the brand heritage. OW, the boutique agency who oversees brand and creative strategy, created all of the campaign creative assets to share with consumers additional elements of the BACARDÍ rum great story. The integrated marketing campaign launched on May 20, Cuban Independence Day, with a national rollout that includes cable TV, outdoor placements, experiential, digital activation and on and off-premise programming.

About BACARDÍ Rums
In 1862, in Santiago de Cuba, BACARDÍ revolutionized the spirits industry when founder Don Facundo Bacardí Massó began producing his remarkable light-bodied, smooth rum – BACARDÍ, the world’s favorite rum brand. The unique taste of BACARDÍ rum inspired cocktail pioneers to invent some of the world’s most famous drink recipes including the Mojito, the Daiquiri, the Cuba Libre, the Piña Colada, and the Presidente. BACARDÍ rum has won more than 550 awards for quality and taste making it the world’s most awarded rum, as well as the most awarded spirit of all time. Today, BACARDÍ rum is produced in Puerto Rico, following the production legacy set forth by Don Facundo – crafted in a five step distillation process, mellowed in American white oak barrels, and filtered five times for unparalleled quality and smoothness. www.Bacardi.com

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 BACARDÍ rum, the world’s best-selling and most-awarded rum, as well as the world’s most-awarded spirit; GREY GOOSE vodka, the world’s leading super-premium vodka; DEWAR’S Blended Scotch whisky, the world’s most-awarded blended Scotch and the best-selling premium blended Scotch whisky in the U.S.; BOMBAY SAPPHIRE gin, the top-valued and fastest-growing premium gin in the world; MARTINI vermouth and sparkling wines, the world’s leading vermouth and the world’s favorite Italian sparkling wines; CAZADORES 100% blue agave tequila, the number-one premium tequila in Mexico and a top-selling premium tequila in the United States; and other leading and emerging brands. For additional information, visit www.bacardiusa.com.

DRINK WITH HONOR AND RESPONSIBILITY
www.bacardi.com
BACARDI AND THE BAT DEVICE ARE REGISTERED TRADEMARKS OF BACARDI AND COMPANY LIMITED. BACARDI U.S.A., INC., CORAL GABLES, FL. RUM SPECIALTY 40% ALC.BY VOL.

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