PUT THE LIVE IN THE COCONUT: Live Nation Brings Casa BACARDÍ Caribbean Party To Festival Season

Successful brand partnerships are all about elevating goodwill and experiences for both sides. Alcohol is already a staple at most ticketed music and sporting events — and in fact is the chief business model for many operators — leading to a multitude of organic opportunities for brands and events.

In the case of Casa Barcadi, the rum brand already known for classing up a night out (or perhaps a birthday celebration, if you’re asking 50 Cent) makes all the sense in the world for a live event, in particular large outdoor events that are always looking for ways to elevate the experience for ticket buyers as the festival industry continues to increase experiential offerings, VIP options and further perks.

After its debut year in 2024, Bacardi is bringing back the Casa Bacardi, described as a Caribbean party for festival season. Casa Bacardi will be taking place at 2025 events including Beyond Wonderland Southern California, Besame Mucho Austin, Tortuga Music Festival, Dreamville Festival, EDC Las Vegas, Sueños Festival, Lollapalooza and EDSea.

The onsite activation includes two floors, multiple bars, co-branded photo moments and local DJs, along with a plentiful selection of cocktails such as the “Mango Fuego” and “pick your own flavor” mojitos. Each day features surprise dance performances and high-energy sets from DJs.

Casa Barcardi was produced in partnership with Live Nation and with lead marketer Lisa Pfenning, VP of Bacardi Rum North America.

According to numbers shared by Live Nation, 70 percent of fans who attended Casa Bacardi at Suenos Festival in Chicago felt the brand enhanced their experience, and more than 70 percent of fans were more likely to see the brand as a good fit for them. Meanwhile, more than half of fans felt more positively about the Bacardi brand after attending Casa Bacardi at EDC Orlando, according to Live Nation, demonstrating the win-win for both sides of the brand equation.

With Casa Bacardi returning for 2025, perhaps the brand slogan #DoWhatMovesYou is appropriate.