Marketers in the alcoholic beverage space continue to turn to experiences due to the stringent advertising laws in the category.

Last weekend in Mumbai, Casa Bacardi did just that, teaming up with Homegrown to bring the city alive with music, mixology, and a Caribbean atmosphere as part of its ongoing #ItsYourMoodItsYourSummer campaign.

The experiential event, held on 12 July, followed the brand’s digital launch with an ad film released in June, tying together a 360-degree marketing push.

The film offers a fresh perspective on the season, channelling the carefree, expressive spirit of summer. It highlights how today’s youth embrace spontaneity, turning everyday moments into bold expressions of identity. At the heart of the film is a vibrant mood, set to a reimagined version of the classic track ‘Sippin’ On Bacardi Rum’ by artist Lisa Mishra. Infused with regional cultural cues seen through a contemporary lens, the film features seven boundary-pushing creators from across India - from Odisha and Bengal to Mumbai, Chennai, and Delhi, celebrating a spirit that’s as diverse as it is unapologetically original. 

On the sidelines of the event, Manifest caught up with Ashish Jha, senior brand manager, Bacardi Rums & Breezer, to get the low down on how on-ground experiences shape cultural relevance, impact consumption behaviour, and help the brand stay top-of-mind despite the limitations of surrogate advertising.

Edited excerpts: 

Casa Bacardi feels more like a cultural movement than a brand campaign. How do you ensure such activations go beyond moment marketing and drive long-term brand equity?

Our core focus at Bacardi has always been to stay culturally relevant to our consumers. We closely observe where they are and what drives them. Today, much of that energy is on social media, where experiences have become a powerful form of self-expression, especially among like-minded communities. That’s why we aim to be culture-driven by creating platforms through our experiences, allowing consumers to follow their passions, express themselves freely, and truly be in their element.

With events like NH7 Weekender and now Casa Bacardi, how has music played a role in shaping Bacardi’s brand personality in India?

Music has always been at the core of Bacardi - it’s one of our strongest pillars. I mean, who doesn’t enjoy music, right? It’s a universal connector. But what we’re seeing today is that consumers are engaging with a diverse range of cultures, subcultures, and art forms. So, to stay consistently relevant and maintain ongoing conversations with them, we’ve realised it’s important to expand our scope - not by moving away from music, but by complementing it. That’s exactly what we’re doing through mixology sessions, dance workshops, and more. The goal is to open up new cultural spaces and create lasting cultural moments.

You have worked on brands like Budweiser and Haywards 5000 in the past. What unique opportunity does Bacardi offer in terms of creative storytelling?

In India, we’re adding nearly 20 million consumers every year who reach the legal drinking age. That in itself is a massive recruitment pool. Our focus is on how to consistently engage and bring these new consumers into the brand fold. The key lies in staying relevant to them because once you build an emotional connection and resonance, they begin to consider your brand, and eventually, start consuming it.

The #ItsYourMoodItsYourSummer campaign blends lifestyle, art, and mixology. How do you balance cultural relevance with commercial outcomes in such campaigns?

It’s a funnel. We chose summer because it's a time when consumers naturally bring out their vibrant, expressive selves. And with our colourful portfolio, be it Bacardi flavoured rums or the cocktails we can craft, it felt like the perfect fit. So we thought, why not marry the two and create a platform that celebrates self-expression? Through that, we aim to build emotional resonance with consumers. As I mentioned earlier, once that connection is made, they start considering us, and eventually, consuming us. Another key aspect in this recruitment journey is identifying new drinking occasions. Summer is one such opportunity, and tapping into it helps us drive both relevance and commercial success.

Breezer has a strong identity of its own. How do you navigate the duality of managing both a mainstream rum brand and a flavoured ready-to-drink (RTD) portfolio under one umbrella?

At the core, the consumers remain the same - it’s the need, state and occasion that differ. It’s about understanding when and where they want a specific product or drinking experience. That’s how we position our offerings. Rum, for example, is all about self-expression, taste, and refreshment - and that’s where our Bacardi rum portfolio fits perfectly. On the other hand, RTDs cater more to convenience - when consumers want something quick, easy, and still flavourful, ready to enjoy straight from the bottle.

How has consumer perception around rum evolved in India, especially among Gen Z and millennials, and how is Bacardi adapting its brand narrative to this shift?

India has always been a flavour-driven market, and we’ve consistently followed that trend by introducing new flavours for our consumers. It’s about creating new ways to enjoy rum - that’s one part of it. But it’s not just limited to alcohol; across categories, we’re seeing a strong wave of premiumisation. We’re aligned with that too, and are now focusing on introducing premium rums. When a consumer is seeking a more elevated experience, we need to have the right product that delivers on that expectation. Premiumisation is the next natural step in our journey.

With your experience across multiple markets, what makes India’s youth culture distinct, and how is that shaping your plans for Bacardí’s brand playbook?

Consumers are constantly evolving, especially Gen Z and for them, social media is their playground. I often say, they wake up with their phones in hand and go to bed the same way. That constant connectivity creates more opportunities for brands to engage. What’s interesting now is that the online world is also becoming a gateway to real-life experiences—spaces where consumers can freely express themselves. There’s a natural overlap between the digital and physical worlds, and the magic lies in seamlessly connecting the two. That’s exactly what we aim to do.

Finally, as the alcohol industry increasingly leans into experiences and lifestyle branding, what emerging consumer trends do you see shaping the next wave of marketing in the segment, especially in a highly regulated market like India?

Bacardi has always aimed to position itself as more than just a product; it's about being a true lifestyle brand. These experiences have helped us bring that vision to life, especially in today’s world where social media plays such a central role. Storytelling is more important than ever, and consumers now have the power to engage, express, and shape narratives themselves. That’s why we must collaborate with them, co-creating experiences that feel authentic and meaningful.