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Bacardi and Swizz Beatz Team Up as Iconic Spirits Company and Artist Ink Deal for Lifestyle and Culture Role

Spirits producer Bacardi and multiplatform artist Swizz Beatz have joined forces to deliver events, marketing and social activations with industry influencers in exciting and new ways. In a multi-year agreement, Bacardi has named the multifaceted entrepreneur, artist, art collector and Grammy award-winning music producer Global Chief Creative for Culture for Bacardi with oversight for the entire Bacardi portfolio of brands.

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The deal is a first-of-its-kind move for the drinks company and combines the international power of the iconic brands in the premium Bacardi portfolio with the worldwide cultural influence of Swizz Beatz. The goal is to develop partnerships, activations and ideas that further incorporate the Bacardi brands into the worlds of music, art and film.

“For Bacardi, having Swizz as a partner represents an opportunity to sell more than just bottles and cocktails. It represents a convergence of our brands in lifestyle and cultural experiences,” said Mike Dolan, chief executive officer of Bacardi Limited, the largest privately held spirits company in the world. “Consumers are identifying with brands that fit their lifestyle in culturally relevant ways and Swizz is the perfect partner to identify and forge these new consumer connections.”

As part of the business relationship, Swizz Beatz will also represent Bacardi and its brands at numerous cultural activations in the United States and emerging markets. Platforms, venues and event details are expected to be announced as finalized.

“Besides having amazing brand recognition, great-tasting products and leadership that pushes boundaries, Bacardi has a deep heritage in music, film, culture and the arts, so they’re a great partner to help bring my vision to life. Also, I wanted to partner with a company that, like Bacardi, has a long history of giving back to the community through its philanthropic activities,” said Swizz Beatz. “As the Bacardi Global Chief Creative for Culture, I will be involved in all aspects of the product—from brand marketing and advertising to innovation and selling platforms—areas to which I will bring a new, fresh perspective.”

The agreement comes on the heels of Bacardi and Swizz Beatz collaborating last December as part of a three-day cultural experience at Art Basel 2015 where art and music collided in Miami as part the No Commission Art Fair by day and the BACARDÍ® Untamable House Party Concert Series by night, where Swizz Beatz, Alicia Keys, DMX, Wiz Khalifa, DJ Khaled and others took center stage. Admission to both the No Commission Art Fair and the BACARDÍ® Untamable House Party Concert Series were free.

Conceived as an artist support platform and brought to life through a creative partnership between Swizz Beatz and BACARDÍ® rum, the No Commission Art Fair served as a stage for established and emerging artists to display their works and showcase their passion while receiving 100% of the profits for any works that were sold. The Art Fair was a tremendous success, with art sales in excess of $1 million.

“Swizz Beatz’s talents and success extend well beyond the music world. A natural observer and strategic thinker, he has collaborated with other iconic brands including Reebok, UFC, Christian Louboutin, Lotus Cars and Aston Martin, among others, with much success,” added Zara Mirza, Head of Creative Excellence, for Bacardi.

As the drinks company looks to enhance its reputation for cutting-edge thinking, it will work with Swizz Beatz to forge deals with the most creative icons in sports, fashion, technology, art and film around the world in the coming months.

About Bacardi Limited

Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally recognized spirits and wines. The company boasts a portfolio of some of the most iconic and top-selling spirits brands including BACARDÍ® rum, GREY GOOSE® vodka, DEWAR'S® blended Scotch whisky, BOMBAY SAPPHIRE® gin, CAZADORES® 100% blue agave tequila, MARTINI® vermouth and sparkling wines, ST-GERMAIN elderflower liqueur and other leading and emerging brands.

Founded over 154 years ago in Santiago de Cuba on February 4, 1862, family-owned Bacardi manufactures its brands at 29 facilities and sells them in more than 160 countries. Based in Hamilton, Bermuda, Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. www.BacardiLimited.com

About Swizz Beatz

Swizz Beatz (Kasseem Dean) is an internationally acclaimed music producer and global entrepreneur and currently a student in the Harvard Business School’s Owner/President Management Program. In the business world since he was 16, Swizz Beatz has conceived a myriad of ventures, always starting at the bottom and building them to remarkable success. While still in high school, Swizz Beatz began deejaying and working at his uncle’s company, Ruff Ryder Records. Within a short time, Swizz Beatz produced the company’s first hit, by DMX. More success followed—as a producer and artist. At 23, Swizz Beatz founded his own record label, Full Surface Records, with Clive Davis, and earned a GRAMMY®  Award at the age of 33. As a producer, Swizz Beatz has worked with a diverse range of artists and some of the biggest names in the world including Madonna, Beyoncé, Jay-Z, Lil Wayne, and Kanye West, creating numerous gold, platinum, and diamond hits.

Swizz Beatz has also lent his creative contributions to the likes of global brands such as Reebok (Vice President - Sports Style Marketing, Design, and Brand Music Development) and Lotus Cars (Vice President of Design & Global Marketing). Swizz Beatz also collaborated with The New York Knicks and created their 2013 theme song. When not creating music, Swizz is an avid art collector and painter whose goal is to inspire new artists around the world to express themselves and is working on opening his own international “new artist” art gallery. He is also a philanthropist who is involved in many charities and is serving on the Board of The Brooklyn Museum and as the first Global Ambassador for New York City's public hospitals system.

©2016 BACARDI, BACARDI, THE BAT DEVICE & OTHER RELATED BRAND MARKS ARE TRADEMARKS OF BACARDI & COMPANY LIMITED OR OF OTHER SUBSIDIARIES OF BACARDI LIMITED

Contact:

Media:
Bacardi Limited
Jim Gallagher, +1-441-298-1053
jgallagher@bacardi.com
or
Amy Federman, +1-441-294-1110
afederman@bacardi.com

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