Top drinks industry marketing campaigns and news: September-October

Bacardi makes ASMR video with instrumental barware

Spirits label Bacardí has mixed together sounds from cocktail preparation to create a new music video that takes cues from autonomous sensory meridian response (ASMR).

ASMR is characterised by a static-like or tingling sensation on the skin that typically begins on the scalp and moves down the back of the neck, which is triggered by hearing rustling, tapping or whispering.

Videos of the practice are incredibly popular on YouTube, with films frequently getting millions of views and their creators gaining huge subscriber numbers off the back of them. The spirit label teamed up with producer and rapper Swizz Beatz on the track to “shine a spotlight on local bartending talent”.

In the music video posted to YouTube last month, the sound of bottles clinking in a case of Bacardi rum launches the track as the camera cuts to a bar, showing customers dancing to the newly created beat.

There’s also “rhythmically chopped” tropical fruit, well-timed bottles being opened, and cameos from leading bartenders around the world, including Lawrence Gregory, senior bartender at London’s Curtain Hotel, and Nicole Fas, one of the global finalists in Bacardi’s Legacy Global cocktail competition this year.

Tucker Bliss, who directed the track, said the team took inspiration from the “ASMR world, focusing on the instantly recognisable and familiar sounds of the bar”.

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