[LONDON, UK, 21 October 2025] BACARDÍ, the world’s most awarded rum, and BRIT-nominated singer-songwriter Joy Crookes are calling for people to reclaim their rhythm and move like the ‘Greats’, those who grew up dancing like nobody was watching. Together they’re launching a unique event that unites generations on one dancefloor, inspiring people to express themselves freely and celebrate the joy of movement without inhibition.
The event launches in response to a growing cultural shift: people aren’t dancing like they used to. As global artists and DJs call for young people to live in the moment and lose themselves in the music, new research has revealed that 73% of Gen Z are conscious of what others think of their dance moves. Likewise, 53% of this same age group admit that they’re worried of other people watching them dance, with 51% believing that dancing for social media has replaced letting loose on the dancefloor.
For 69% of young people, they feel inspired to move more freely by someone from another generation. This insight is mirrored by an ever-growing social media trend: content featuring older generations showing off their dance moves is trending, offering inspiration and a reminder of the confidence that comes with dancing freely. Examples include people re-creating classic dance moves with their parents and celebrating older generations dancing to the songs that once filled their dancefloors, with hashtags like #80sdancechallenge, #NanTok and #OldSkoolvsNewSkool driving millions of views.
Embodying joy, liberation and confidence, the generation referred to as the 'Greats’ - those now in their 60s, 70s or over 80s - danced fiercely and freely, embracing the beat, shedding self-consciousness and forging their own path. In a new short film launched today, Joy Crookes takes to the dancefloor with legend Natty Bo, her long-time friend and her chosen ‘Great’. Filmed in South London where they met years ago, the film reveals how they inspire one another and their reflections on self-expression, music and dancing.
On November 5th, Joy Crookes brings this movement back to her South London roots at Jumbi, Peckham, hosting a one-off event where every guest’s plus one will be a ‘Great’. Whether a grandparent, great aunt, or family friend, the idea is simple: fill the dancefloor with generations side by side. Together with her own personal ‘Great’, local legend Natty Bo, Joy Crookes and BACARDÍ will set the night alight with a series of exclusive performances, one-time duets and DJ sets. At the bar, another ‘Great’ will take the spotlight: the iconic duo, BACARDÍ & Coca-Cola - the original party pairing that continues to define nights to remember.
The campaign aims to spark a new passion for freedom and dancing as BACARDÍ draws on its own legacy of encouraging people to do what moves them. Since 1862, BACARDÍ has invited everyone to dance without judgement, connect without hesitation, and embrace moments of energy.
Joy Crookes added: “BACARDÍ and Coca-Cola has been my go-to drink for as long as I can remember, both at home and on my favourite South London dancefloors. Some of my happiest memories are in fact on the dancefloor. There’s something about music that brings people together and reminds you who you are. Teaming up with Natty Bo on this has been so special, he’s someone I’ve always looked up to, and he’s taught me a lot about confidence and joy through music. I hope we can pass a bit of that energy on to everyone who comes down to the event.”
Natty Bo commented: “I’ve spent my life playing rhythms that make people move on the dancefloor without thinking and just feeling. This event and this movement are about passing that spirit on, showing the next generation that the best dancing happens when you let the music take over. It’s simple, just follow my mantra and do your own thing.”
Tjalling Simoons, Regional Brand Director of BACARDÍ Rum Europe said: “We’re thrilled to partner with Joy Crookes — an artist who truly embodies the BACARDÍ spirit of doing what moves you. Her energy, individuality and love of music capture everything we stand for, and together we’re celebrating the freedom and connection that only the dancefloor can bring.”
RSVP to attend here
Video content here
ENDS
NOTES TO EDITOR
For press enquiries, please contact bacardiuk@ogilvy.com
Event information:
Date: 5th November Location: Jumbi, Peckham, 133 Copeland Rd, London SE15 3SN Time: 7-10 pm Sign up link: here*Perspectus Global, 2025, poll of 2,000 UK residents
About BACARDÍ® Rum - The World's Most Awarded Rum
In 1862, in the city of Santiago de Cuba, founder Don Facundo Bacardí Massó revolutionized the spirits industry when he created a light-bodied rum with a particularly smooth taste – BACARDÍ. The unique taste of BACARDÍ rum inspired cocktail pioneers to invent some of the world's most famous recipes including the BACARDÍ Mojito, the BACARDÍ Daiquiri, the BACARDÍ Cuba Libre, the BACARDÍ Piña Colada and the BACARDÍ El Presidente. BACARDÍ rum is the world's most awarded rum, with more than 1,000 awards for quality, taste, and innovation. Today, the Caribbean Island of Puerto Rico is where BACARDÍ rum is crafted to ensure the taste remains the same today as it did when it was first blended in 1862. www.bacardi.com
About Bacardi Limited
Bacardi Limited, the world’s largest privately held international spirits company, produces, markets, and distributes spirits and wines. The Bacardi Limited portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, PATRÓN® tequila, GREY GOOSE® vodka, DEWAR’S® Blended Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling wines, CAZADORES® 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON’S® Scotch whisky, D’USSÉ® Cognac, ANGEL’S ENVY® American straight whiskey, and ST-GERMAIN® elderflower liqueur. Founded more than 163 years ago in Santiago de Cuba, family-owned Bacardi Limited currently employs more than 8,000, operates production facilities in 11 countries and territories, and sells its brands in more than 160 markets. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. Visit http://www.bacardilimited.com or follow us on LinkedIn and Instagram.
LIVE PASSIONATELY. DRINK RESPONSIBLY.
BACARDI AND THE BAT DEVICE ARE REGISTERED TRADEMARKS OF BACARDI & COMPANY LIMITED.