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<br /><ul><li>As the restrictions on the AlcoBev category grew stronger, there was an upsurge in music associations</li><li>Bacardí was among one of the first brands to marry music into its marketing strategy and in the last 20 years, the way it has used music has also evolved</li><li>The last song released under <keyword id="8065961" type="UNKNOWN" weightage="20" keywordseo="Bacardi-House-Party-Sessions">Bacardi House Party Sessions</keyword> was Sage by Ritviz, which gained a lot of love from millennials and we asked <keyword id="7306339" type="UNKNOWN" weightage="20" keywordseo="Anshuman-Goenka">Anshuman Goenka</keyword> how much it helped the brand</li></ul><br />Bacardí India has leveraged music since its inception in India, forming a strong brand identity for its rum portfolio. The brand’s journey from the beginning of <keyword id="20541" type="PERSON" weightage="20" keywordseo="bacardi-blast">Bacardi Blast</keyword> in the early 2000s to <keyword id="497469" type="ENTERTAINMENT" weightage="20" keywordseo="NH7-Weekender">NH7 Weekender</keyword>, to <a href="https://youtu.be/qnAo7OgHfi8" data-type="tilCustomLink">Bacardí House Party Sessions</a> (BHPS) proves how music was the anchor to its growth, as if its inseparable from its brand identity. <br /><br />In the last four to five years, as the restrictions on the AlcoBev category grew stronger, there was an upsurge in music associations. However, Bacardí was among one of the first brands to marry music into its marketing strategy and in the last 20 years, the way it has used music has also evolved. <br /><br />Anshuman Goenka, Head of Marketing, Bacardí India shared how music has helped <keyword id="15277" type="COMPANY" weightage="20" keywordseo="bacardi">Bacardi</keyword> maintain a strong brand recall, surf through the restrictions on alcobev brands in our country, and how it has pushed the brand to come up with innovative solutions every time.<br /><br />Out of all their properties, Goenka holds Bacardí NH7 Weekender closest to his heart. As he feels nostalgic for the golden days and excited for their on-going campaign called ‘<a href="https://youtu.be/uL-aOQD2CQQ" data-type="tilCustomLink">Do What Moves You</a>,’ we are bringing to you some excerpts from our interview:<br /><strong><br />Q. Can you walk me through Bacardí's music journey? Which musical property do you place close to your heart?</strong><br /><br />In its 20 odd years in India, Bacardí has gone from being famous for hosting parties way beyond it’s time like the Bacardí Blast campaign and that one early jingle “Be what you wanna be”, to associating with iconic music festivals and content creators. In 1999, when we launched the Bacardí Blast campaign, we literally took the concept of nightclubs out in the open, pioneering the idea of open-air music experiences. <br /><br />For the last couple of years, we have used every platform possible to give our artists a bigger and better stage to create the music that moves them and showcases their talent. Continuing to work with music, we realized that there seemed to be no platform where music-lovers could just spend a few days in the company of what they enjoyed the most. That is when the brand along with OML created Bacardí NH7 Weekender to bring the best of music - independent artists, local and international to perform to the cheering crowds in India, a few days of pure music bliss.<br /><br />This platform helped us create several new relationships with the indie scene and we slowly came to understand the gaps these talented artists face leading to the culmination of Bacardí House Party Sessions, an avenue for independent artists to create, develop and promote their music with the benefit of every resource possible and mentorship.<br /><br />Yet, of all of our properties, the one that remains closest to our hearts, will have to be Bacardí NH7 Weekender. We take immense pride in having built one of the most anticipated music festivals in the Indian calendar, or better yet, one of the happiest music festivals. This year, we’re celebrating a decade of Bacardí NH7 Weekender, one of the first, large scale music festivals India had ever seen. When we see the online excitement leading up to the Weekender, the crowds lining up to enter and audiences singing along to indie artists, it’s worth far more than any measurable outcome. <br /><br /><strong>Q. Bacardí was one of the first few brands in our country to leverage music as a marketing strategy. Tell me how has this played out – how has using music benefited the brand so far?<br /></strong><br />From Bacardí Blast to Bacardí NH7 Weekender, music is truly entrenched in Bacardí’s DNA and we understand that building equity takes years of both consistent interest and investment, and seeing real impact requires long-term assessment. When we look at the benefits from campaigns such as Bacardí House Party Sessions, we see the rise in brand uplift scores and based on our brand surveys, over 80% of Bacardí NH7 Weekender attendees have a strong brand recall and resonate with the fact that Bacardí stands for great musical experiences.<br /><br />The increase in engagement that we’ve been garnering on digital platforms, the artist’s familiarity across regions and sheer audience love at BNH7 Weekender, where these songs are sung along within a week of their release, are a testament to our efforts and investments.<br /><strong><br />Q. Do you think music has been a great alternative for AlcoBev brands in India? How do you see the category using it now v/s when you began?<br /></strong><br />In the last 5-6 years, there has been a surge of AlcoBev brands in India associating with music. Music knows no boundaries and increasingly, brands are starting to latch on to this emerging trend because it allows them to communicate to a wider target audience. This began in the late 2000s with the outbreak of several sponsored music festivals and events cropping up across the region. However, brands have long moved beyond mere sponsorships and are now engaging with the community by curating meaningful experiences. Workshops, panel discussions and intimate house gigs are a few of the prominent mediums that brands have employed. Some have even gone further to facilitate long-term collaborations directly with artists building creative brand narratives through these artists’ voices. <br /><br />For Bacardí itself, music was never just a tool, but a means for us to give back to our audiences. Our approach has consistently been to engage and uplift the music community and our consumers, leading up to our most recent and focused campaign BHPS. It is a platform that identifies artists with a unique sound, followed by a dedicated team that works with them right from production to marketing. From our experience, right from Bacardí Blast and Bacardí NH7 Weekender, to Bacardí House Party Sessions, we have realised that music opens avenues for brands to own a space and host global platforms that resonate with consumers over a long time.<br /><br /><strong>Q. Do you think Bacardí was able to create a niche by focusing specifically on independent music?</strong><br /><br />While we’re not the only brand to work with independent musicians, with Bacardí House Party Sessions, we are unique in the way that we help artists scale their careers. We work only with emerging artists year on year, giving them the right exposure and opportunity, allowing them to break through in a much shorter time frame. We identify artists who we feel have a unique sound, followed by a dedicated team that works with them to create, curate and promote their music. We also give them an opportunity to work with and learn from the best in the industry. This year, we had mentors like Amit Trivedi, Benny Dayal and Mohini Dey on board, who help the artists craft their music better. Bacardí supports the artist from the moment the music is penned, to the point where people sing along to their songs, from the production of their music to the promotion of the videos we helped create. This approach has helped us create a niche not only within independent music but also as an enabler of a community that requires resources, recognition and mentorship. That’s where we feel that we have bridged the gaps just nudging the undeniable talent that already exists in our country. <br /><br /><strong>Q. How are these associations being leveraged digitally, considering the restrictions placed on alcohol marketing in India?</strong><br /><br />India is a challenging market, one that encourages us to find innovative and interesting ways to connect with our consumers. Bacardí functions on a unique content-creator model wherein we work with artists like comedians, dancers and musicians, and allow them to curate their content while keeping our brand ethos in mind, which is ‘Do what moves you’. This encourages the artists to do their thing, without fear of interference from the brand. Digitally, this approach works well with audiences who identify with our campaigns much more, when the artist is the hero of the story. It ensures that our content is original and more relevant, especially for millennial viewers. BHPS itself has taken off entirely through a digital approach lately. <br /><br />A combination of both mediums (digital and on-ground) is what we believe will really sustain our work.<br />

How Keeping Music at the Heart of Bacardi’s Identity Helped it Create Strong Brand Recall

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image"></div><p></p></div></div></p><p><span style="line-height: 1.5em;">Fruity and cold, tiki drinks are the perfect summer quaff. And the king of all tiki drinks is t</span><span style="line-height: 1.5em;">he sweet, creamy, rum-based favorite, the </span><span style="line-height: 1.5em;">Piña Colada</span><span style="line-height: 1.5em;">.</span></p><p><span style="line-height: 1.5em;">The tiki classic has made a comeback in recent years, <a href="http://www.businessinsider.com/classic-cocktail-recipes-2015-2">along with other classic cocktails</a>, and bartenders are putting their own twists on the fruity beverage. In celebration of <a href="http://www.democratandchronicle.com/story/lifestyle/food-and-drink/blogs/roc-flavors/2015/07/09/july-10th-is-pina-colada-day/29912019/">National <span>Piña</span> Colada Day</a> (July 10), here's a quick primer on the original recipe, and our favorite version. Be warned - it provides a serious kick.</span></p><p><span style="line-height: 1.5em;">Three Puerto Rican bartenders claim ownership of the Piña Colada, which happens to be </span><a href="http://www.roughguides.com/destinations/central-america-and-the-caribbean/puerto-rico/san-juan-around/claiming-pi%C3%B1a-colada/" target="_blank">Puerto Rico's national beverage</a><span style="line-height: 1.5em;">. The most famous version of the story credits the drink to bartender Ramon "Monchito" Marrero of the Caribe Hilton back in 1954.</span><span style="line-height: 1.5em;"> </span></p><p><span style="line-height: 1.5em;">According to the hotel, Monchito spent three months mixing, tasting, and discarding hundreds of combinations until he got the perfect blend.</span></p><p>Monchito made no secret of his original recipe, and today the <a href="http://www.hiltoncaribbean.com/press/original-pina-colada-recipe-caribe-hilton-just-time-national-pina-colada-day/" target="_blank">Caribe Hilton features it proudly on its website</a>: "Pour 2 ounces of light rum, 1 ounce of coconut cream, 1 ounce of heavy cream, and 6 ounces of fresh pineapple into a blender. Add ice. Blend for 15 seconds. Pour into a 12-ounce glass. Add a pineapple wedge and maraschino cherry for garnish."</p><p><div class="KonaFilter image-container display-table float_left"><div><div class="image"><a href="http://www.islandmermaid.com/" target="_blank"></a><p class="source"><span><a href="https://www.flickr.com/photos/chrisgold/6074964783/">ChrisGoldNY/Flickr</a></span></p><p class="caption">A classic Rocket Fuel as the Island Mermaid in Fire Island.</p></div><p></p></div></div>This is a perfectly acceptable way to make a Piña Colada. Some would even say it's the <em>best</em> way.</p><p>But there's a twist on the original recipe that takes the <span>Piña Colada</span> to the next level. <a href="http://www.halfwayanywhere.com/north-america/united-states/new-york/fire-island/rocket-fuel-fire-islands-drink-of-choice/">Called the Rocket Fuel</a> and invented by the bartenders of Fire Island, it's a liquored-up version made with <span>Bacardi 151 floater and Amaretto.</span></p><p><a href="http://www.islandmermaid.com/" target="_blank">The Island Mermaid</a>, a Fire Island staple that has been around for 25 years, shared its own delicious recipe for making the island favorite, which owner Scott Hirsch warns can "sneak up on you."</p><p>Here is the Island Mermaid's seriously awesome take on the drink, courtesy of Hirsch:</p><p style="padding-left: 30px;">Instead of mixing all the ingredients in the blender, we make the Piña Colada freshly with gold rum (not silver because it affects the flavor). You pour the gold rum over the ice in the blender and add the Piña Colada mix until the ice barely rises. Then blend.</p><p style="padding-left: 30px;">Listen for the ice to disappear. Seriously, listen. It matters a little.</p><p style="padding-left: 30px;">In the glass you are using, pour a shot of 151 rum. Then take the blended colada and pour it over the shot so it runs up through the drink. We recommend a 12-14 ounce pour. Then, gently circle the top of the drink with a floater of amaretto. The first sips are "sweet" getting you ready for the blast down below!  </p><p style="padding-left: 30px;">That's it. Garnish with a slice of pineapple. Blast off.</p><p>Whether you prefer your Piña Colada classic or with a serious kick, expect to see lots of these tiki drinks this summer.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/bourbon-brown-derby-cocktail-easy-simple-2014-12">Here's One Of The Easiest Bourbon Cocktails You Can Make At Home</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="N0aGs0cjr9QleXL7Uf5TlnbwuiLzx7G_" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Here's the perfect twist on the original Pina Colada recipe from 60 years ago

<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span><a href="http://www.flickr.com/photos/iaramburu/9259009312/#">Flickr/iaramburu</a></span></p></div><p></p></div></div>With a <a href="http://www.businessinsider.com/lime-shortages-affecting-restaurants-2014-4#!JvzDx" target="_blank">lime shortage going on</a> and summer fast approaching, people are turning to tiki drinks to sip on this season.</p>
<p>But none more so than the sweet, creamy, rum-based favorite, the <span>Piña Colada</span>.</p>
<p>"I think the rise in popularity goes back to the 'everything old is new again' discovery phase we are in right now with the millennial audience," Andrew Freeman, founder of the hospitality consulting agency <a href="http://www.afandco.com/about-us/" target="_blank">Andrew Freeman &amp; Co</a>, explained to Business Insider in an email. "There are so many classic items that are being re-introduced in modern ways for a crowd of people that never knew them before. Couple this with the rise of island food, fresh fruits and vegetables being used in cocktails, and the <span>Piña Colada</span> is the perfect drink."</p>
<p><div class="KonaFilter image-container display-table float_right"><div><div class="image"><p class="source"><span>Shutterstock</span></p><p class="caption">A classic Piña Colada with garnishes.</p></div><p></p></div></div><span style="line-height: 1.5em;">Three Puerto Rican bartenders claim ownership of the Piña Colada, which happens to be </span><a href="http://www.roughguides.com/destinations/central-america-and-the-caribbean/puerto-rico/san-juan-around/claiming-pi%C3%B1a-colada/" target="_blank">Puerto Rico's national beverage</a><span style="line-height: 1.5em;">. The most famous version of the story credits the drink to bartender Ramon "Monchito" Marrero of the Caribe Hilton back in 1954.</span><span style="line-height: 1.5em;"> According to the hotel, Monchito spent 3 months mixing, tasting, and discarding hundreds of combinations until he got the perfect blend.</span></p>
<p>Monchito made no secret of his original recipe, and today the <a href="http://www.hiltoncaribbean.com/press/original-pina-colada-recipe-caribe-hilton-just-time-national-pina-colada-day/" target="_blank">Caribe Hilton features it proudly on its website</a>: "Pour 2 ounces of light rum, 1 ounce of coconut cream, 1 ounce of heavy cream, and 6 ounces of fresh pineapple into a blender. Add ice. Blend for 15 seconds. Pour into a 12-ounce glass. Add a pineapple wedge and maraschino cherry for garnish."</p>
<p><div class="KonaFilter image-container display-table float_left"><div><div class="image"><a href="http://www.islandmermaid.com/" target="_blank"></a><p class="source"><span><a href="https://www.flickr.com/photos/chrisgold/6074964783/">ChrisGoldNY/Flickr</a></span></p><p class="caption">A classic Rocket Fuel as the Island Mermaid in Fire Island.</p></div><p></p></div></div>This is a perfectly acceptable way to make a Piña Colada. Some would even say it's the <em>best</em> way.</p>
<p>But there's a twist on the original recipe that takes the <span>Piña Colada</span> to the next level. <a href="http://www.halfwayanywhere.com/north-america/united-states/new-york/fire-island/rocket-fuel-fire-islands-drink-of-choice/">Called the Rocket Fuel</a> and invented by the bartenders of Fire Island, it's a liquored-up version made with <span>Bacardi 151 floater and Amaretto.</span></p>
<p><a href="http://www.islandmermaid.com/" target="_blank">The Island Mermaid</a>, a Fire Island staple that has been around for 24 years, shared its own delicious recipe for making the island favorite, which owner Scott Hirsch warns can "sneak up on you."</p>
<p>Here is the Island Mermaid's seriously awesome take on the drink, courtesy of Hirsch:</p>
<p style="padding-left: 30px;">Instead of mixing all the ingredients in the blender, we make the Piña Colada freshly with gold rum (not silver because it affects the flavor). You pour the gold rum over the ice in the blender and add the Piña Colada mix until the ice barely rises. Then blend.</p>
<p style="padding-left: 30px;">Listen for the ice to disappear. Seriously, listen. It matters a little.</p>
<p style="padding-left: 30px;">In the glass you are using, pour a shot of 151 rum. Then take the blended colada and pour it over the shot so it runs up through the drink. We recommend a 12-14 ounce pour. Then, gently circle the top of the drink with a floater of amaretto. The first sips are "sweet" getting you ready for the blast down below!  </p>
<p style="padding-left: 30px;">That's it. Garnish with a slice of pineapple. Blast off.</p>
<p>Whether you prefer your Piña Colada classic or with a serious kick, expect to see a lot more of these tiki drinks this summer.</p>

The Pina Colada Is Back In Style - Here's A Great Twist On The Caribbean Classic

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How Keeping Music at the Heart of Bacardi’s Identity Helped it Create Strong Brand Recall

Karuna Sharma

Here's the perfect twist on the original Pina Colada recipe from 60 years ago

Megan Willett

The Pina Colada Is Back In Style - Here's A Great Twist On The Caribbean Classic

Megan Willett

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