Wednesday, May 24, 2017 – Earlier this month, BACARDÍ opened up a nationwide job search to recruit a “Minister of Rum” – someone who shares the brand’s unique passion and spirit to help revolutionize the rum category – and today, at the annual BACARDÍ Legacy Global Cocktail Competition in Berlin, BACARDÍ has announced that the role has been filled by none other than internationally acclaimed DJ and producer Jillionaire of Major Lazer. Furthermore, the brand has unveiled a new limited edition BACARDÍ Major Lazer Rum, created in partnership with the music trio and infused with Caribbean flavors.
BACARDÍ announced a creative, experiential collaboration with Major Lazer earlier this year. The creative concept behind the partnership is called the “Sound of Rum” which began as a way to connect BACARDÍ’s island roots to modern music, but it has become more than music. It’s a cultural and creative movement that only a band like Major Lazer can help create. The Sound of Rum is the unique intersection of music and rum, where the two blend to bring people together and ignite the world through celebration. It’s a movement of sound that blurs the lines between reggae, dancehall, hip-hop and electronic music to bring fans of different genres together.
THE NEW MINISTER OF RUM
When BACARDÍ started working through the Sound of Rum concept with Major Lazer, they immediately noticed Jillionaire’s knowledge, expertise and genuine passion for the spirit, its roots and craftsmanship, and approached him to consider the open role for Minister of Rum at the Company. Bacardi Limited is built on the legacy of an enduring family who persevered against the odds. Don Facundo Bacardí Massó revolutionized the spirits industry in 1862 by creating the world’s first, light-bodied rum in Santiago de Cuba. Jillionaire shares the same unique passion and spirit to help revolutionize the rum category.
“I’m truly passionate about rum, its craft and its Caribbean heritage. I grew up in Trinidad, where rum is a big part of the culture, and I worked in bars for many years learning how to master the perfect rum cocktail,” said Jillionaire. “As Minister of Rum at BACARDÍ, I hope to further deepen BACARDÍ’s connection to music and embed the Sound of Rum into broader culture.”
“Jillionaire is a cultural influencer and a rum aficionado who will be completely immersed in everything we do from creative to drink strategies, culture moments and more. We share resources to ultimately help make a greater cultural impact,” said Zara Mirza, Global Head of Creative Excellence at BACARDÍ.
BACARDÍ MAJOR LAZER LIMITED EDITION RUM
Over the past few months, BACARDÍ and Major Lazer have had the freedom to create and collaborate, not just slap a logo on something. Their creative, experiential collaboration is coming to life this summer in many exciting ways from epic experiences for fans and new sounds to the debut of a new rum expression.
Major Lazer took a trip to the BACARDÍ distillery in Puerto Rico, where they worked alongside Maestro de Ron Manny Oliver to develop a unique batch of rum. BACARDÍ Major Lazer Limited Edition Rum boasts a blend of light and heavy dark rums that have been tropically aged 3-4 years, expressing the flavors of the Caribbean. Filtered before and after aging and inspired by island vibes, the rum features tasting notes of tropical fruit, cedar, almonds and vanilla.
BACARDÍ Major Lazer Limited Edition Rum will be available nationwide to enjoy this summer. The product will hit U.S. retail shelves in mid-June for $19.99, as well as select markets internationally in September. It is also available to pre-order now at ReserveBar.com/majorlazer.