BACARDÍ LEGACY BERLIN
2017 saw the biggest BACARDÍ Legacy Global Cocktail Competition to date, with the Grand Final held in Berlin featuring 37 bartenders representing 37 countries. For the sixth year, LAB 5 looked after all aspects of this event, including six months of pre-planning, coordination of all logistics across 37 global markets, creation of all collateral, merchandise and media assets, all PR and the execution of a total of 25 events over seven days in the German capital.
Berlin is one of the coolest cities in the world, offering a rich choice of urban atmospheric venues – so we used as many different ones as we could to showcase the incredible story of this unique location!
As interest in this event – by far the biggest global trade platform across Bacardi Ltd’s portfolio of brands – has grown significantly over the years, LAB 5’s PR team worked to accommodate this by coordinating a full production crew to create dynamic coverage of the entire event via Facebook Live. Presented live throughout the two days of semi-finals and the Global Final, with pre-filmed reportage pieces telling the history of and dynamics of the competition, the event was watched live by over 250,000 people, plus a further 4 million who tuned in live in China to watch a bespoke Chinese presentation of the event.
The week’s event was attended by both the current and incoming CEO of Bacardi Ltd and culminated with a party featuring global superstar Jillionaire, of Major Lazer, and Swizz Beats on the decks.