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.