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Bacardi To Unveil New Rum In Collaboration With Major Lazer

May 24, 2017

Bacardi has named DJ and producer Jillionaire, of the group Major Lazer, as “Minister of Rum”—a hybrid of a brand ambassador, influencer and creative and cultural strategist—and is prepping the launch of an associated Bacardi Major Lazer rum.

The new rum entry will arrive nationwide on retail shelves in mid-June at around $20 a 750-ml. Early adopters can pre-order the spirit at ReserveBar.com. A limited international rollout is planned for September. Major Lazer’s signature rum blends younger, light rums and richer, dark rums, aged three to four years, to craft a tropical fruit, vanilla and almond driven profile, Bacardi says.

As “Minister of Rum,” Jillionaire tells SND he will lead multiplatform activations at Bacardi-hosted events and Major Lazer shows, as well as his own “Chicken & Beer” party tour. “For me, rum is closely associated with good feelings and friends and family,” says Jillionaire, who hails from Trinidad. “We were able to work with the master distiller on the product itself and learn about the process. I’m looking forward to spreading awareness of the Bacardi brand.”—Shane English

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