As liquor brands look for deeper ways to stay relevant with younger audiences, CASA BACARDÍ has expanded its playbook in India with the first 'tropical edition' in Goa. 

Held on 7 and 8 February at W Goa, the two-day property signalled a shift from performance-led programming to a more immersive, participatory format.

Spread across three stages: Treehouse, Rockpool and Cave, the line-up featured artists such as ARTBAT, Da Capo, Sistek, Kilimanjaro, Lifafa, Tech Panda x Kenzani, Anyasa and Onfaya, with Afrobeat and Afro-inspired electronic music forming a strong throughline. 

Sistek at the event in Goa

What set the tropical edition apart was its emphasis on participation. 

Beyond the stage, attendees could take part in hands-on mixology sessions, Afro Kizomba workshops and drum circles, alongside DIY glass décor, light-painting photography and interactive makeover stations. 

Drum Circle Workshop

The bar programme functioned as another strategic layer. International takeovers from Tropic City and Havana Social in Bangkok, and Junglebird in Kuala Lumpur, joined Goa-based Pablo’s and Boilermaker, turning cocktail counters into curated showcases of global bar culture. 

Signature serves such as the Caribbean Smashed Mojito, Tango Wit’ Da Mango and Cataño in Bloom reinforced product presence within an experiential setting.

Streetwear and style were integrated through a collaboration with Crep Dog Crew, which took over the festival’s drip zone, alongside labels including Batoki, Antarez and Covera.

The fashion component extended the event’s self-expression narrative beyond music.

With the Tropical Edition, CASA BACARDÍ appears to be investing in owned, on-ground cultural IP that moves beyond visibility and into community-building. 

The approach aligns with the brand’s long-standing 'Do What Moves You' philosophy, translating it into a physical, multi-sensory environment aimed at keeping the brand culturally embedded among young consumers.

Goodies Narayanan, marketing director, India, Bacardi, said, “CASA BACARDÍ in Goa truly brought our philosophy of ‘Do What Moves You’ to life. While we have consistently pioneered large-scale cultural experiences in India, this edition was about evolving with our consumers – moving beyond scale to create deeper, more meaningful cultural connections. Seeing communities come together so organically through music, movement, and shared energy with our first-ever Tropical edition was truly inspiring. This is the Caribbean spirit of Bacardí at work, and we are excited to take this momentum to new destinations and social spaces across the country.”