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Creative in association withGear Seven
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BACARDÍ Fulfils Drinkers' Dreams with Cupboard Cocktails Initiative during Lockdown

16/04/2020
Advertising Agency
New York, United States
130
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BACARDÍ and BBDO New York partner with professional bartenders to turn pantries into elevated cocktail parties via Instagram

There’s no denying that people are getting a bit antsy after a few weeks of being confined to their homes. And by this point, most people are not only looking for something new and fun to fill their virtual happy hour time, they probably also have a pretty interesting collection of supplies lingering in their kitchen cupboards.

That’s why BACARDÍ has partnered with a team of talented bartenders and drink experts to launch 'Cupboard Cocktails' – an Instagram Live series that helps transform people’s random odds and ends into elevated rum cocktail recipes.

Starting this week, BACARDÍ is inviting people at home to submit their pantry ingredients through Instagram questions on the @bacardiusa channel. A featured mixologist will then create a brand-new rum cocktail recipe based on the top responses, and the following evening, will go live on the BACARDÍ Instagram channel to teach everyone at home how to make the drink themselves.

Each episode of 'Cupboard Cocktails' will raise funds for a different charity supporting the industry – such as the ‘U.S. Bartender’s Guild Emergency Fund’ or ‘Another Round, Another Rally’, where viewers can “tip their bartender” by texting to donate.


This activation is the latest effort from the BACARDÍ #RaiseYourSpirits initiative geared towards supporting the restaurant and bartending industry, which has been hit hard due to Covid-19. Just last month, Bacardi Limited donated $3 million in financial aid and support to struggling food and beverage businesses, and launched a text-to-donate feature, allowing consumers to show their support and contribute.

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