Vicky Beercock

This partnership included a series of events which were integral to BACARDÍ’s strategy of combining high-profile music acts with exclusive, stylish venues, effectively blending brand promotion with unique, memorable experiences for their target audience. The focus of the partnership was to create events with a great environment, great people, great drinks, and great music.

KEY OBJECTIVES

• Influencer engagement

• Relationship building

• Asset creation

SECONDARY OBJECTIVES

• Maintaining links to music

• Communicating the Untameable proposition

• Changing perceptions of liquid credentials

TARGET AUDIENCE

LOCATION: Shoreditch House- due to its skew of members 21-30, its music/party credentials, size and versatility

People working in:

1. Creative industries

2. Music

3. Media

4. Culture- ie. Talent

5 PARTNERSHIP EVENTS INCLUDED

1. Shoreditch House Pool Party with Grandmaster Flash

2. The Brit Awards afterparties x2

3. The Great Escape Festival, Brighton- launch party- May (NB Soho House was due to open new house in Brighton)

4. Shoreditch House Tensnake Party - Untameable artist

In addition to these events:

• Host rum tasting sessions x 2

• Host cocktail masterclasses

We also had first refusal on high profile artist after parties at the houses throughout the year

PARTY OVERVIEW

Hosted by BACARDÍ and Soho House, Universal Music threw the best party of the evening, during one of the most important nights in the British music industry calendar.

Jazzie B warmed the crowd up, before Katy Perry, Ellie Goulding and Lorde took to the decks for a surprise DJ set which sent the dance floor wild. The girls played some of the year’s biggest hits, including a couple of their own tracks, which saw Jessie J, Daisy Lowe, Emeli Sande, Rizzle Kicks, Dougie Poynter and HAIM joining guests to party into the small hours.

Award winners, Ellie Goulding and Lorde, received rapturous applause having just won Best UK Female and Lorde for Best International Female respectively. Bastille were also in the crowd celebrating their best breakthrough act Brit.

Held at a Soho House pop up venue under Waterloo Bridge, the building made for an imposing entrance, as VIP artists and guests arrived in style in chauffeured Audi Cars from the awards. The building was decorated in signature Soho House style with low-level lighting and vintage furniture, split across two levels for guests to enjoy the party.

Guests were served bespoke BACARDÍ cocktails made by some of London’s best bartenders. These included The Daiquiri, Perfect Storm, Old Cuban and Puerto Rican Punch. Canapés provided by Soho House were also served and included mini Dirty Burgers, homemade chicken & mushroom pies, mac & cheese alongside a sweet selection including chocolate brownies, lemon tart and doughnuts.

BACARDI startenders for the event:

• Tom Walker- The Savoy

• Steven Tarr- Milk and Honey

• Terry Cashman- Callooh Callay

• Teddy Joseph- White Lion

• Ali Reynolds- Hawksmoor

• Matt Robertson- Hawksmoor

• Abdul Kweli- Gordon Ramsey

Additional activity around the Brits not connected to Soho House included chartering three boats down the Thames, one with Coda Music, and 2 with Universal Music, to take all the Coda Music artists and all the artists signed to Universal, from the Brits Awards ceremony to the Brit Awards after parties. BACARDÍ cocktails were created by London’s finest mixologists, and world class event production took over all three boats making them THE party boats of the awards season and cementing BACARDÍ as a brand that throws world class parties with credible artists in music. This was amplified by the volume of artists voluntarily sharing branded content from the boats (including bespoke cocktails created around the artists’ personalities which they particularly enjoyed). These collaborations were negotiated at cost without a sponsorship fee paid to either Coda or Universal Music, by leveraging key relationships.

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