21 October 2025
BACARDI® Rum and Joy Crookes Are on a Mission to Get Gen Z Back on the Dancefloor and Moving with the Freedom Felt by Previous Generations
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LONDON, 2nd June: As excitement builds for the final lifting of lockdown restrictions, family-owned spirits company, Bacardi is helping the nation embrace its return to freedom with the launch of its all-new ‘Guide to Going Out (Again)’.
Hosted on the UK’s leading nightlife comparison site, Design My Night, the spirits company behind premium drinks including BACARDÍ® rum, GREY GOOSE® vodka, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and PATRÓN® tequila, has designed the guide to help people plan the perfect get-together this summer.
Developed with behavioural scientists to uncover the effects of the past year on the way we want to socialise, a short quiz reveals users’ post-lockdown persona, before serving up a carefully curated list of bars, terraces, picnic delivery services and at-home cocktail kits, that will best suit them.
Brenda Fiala, Global VP of Strategic Insights & Analytics at Bacardi commented, “We’re all experiencing a huge mix of emotions right now. Some of us can’t wait to party like it’s 2019, but understandably, some are more apprehensive and have learned to love their social bubbles. We developed our ‘Guide to Going Out (Again)’ to help people find the best options for them – whether that’s a BACARDÍ Coco’hut in The Club House Liverpool, or a GREY GOOSE Espresso Martini home cocktail kit for a late-night summer garden party – we want to inspire people with incredible ways to enjoy being together (again) with a cocktail this summer.”
The research reveals that most Brits fall into one of three tribes - The Slay At Homes, The New Pragmatics and The Mix-a-lots – and each has very different comfort levels in returning to social circles, as well as tastes in drinks, food and even music.
Sam Tatam, Behavioural Science Expert said; “Our research is based on personality and cognitive factors, such as an individual’s extroversion and openness, as well as factors like curiosity and comfort. It was fascinating to see how this research generated three audience profiles. Knowing yourself and what makes you happy - whether that’s mixing up a cocktail or embracing your love of staying home with a good box set – is incredibly empowering. We hope the ‘Guide to Going Out (Again)’ helps people get to know themselves better, so they can enjoy this super summer, exactly the way they want to!”
Whatever your vibe this season, the Bacardi ‘Guide to Going Out (Again)’ has got you covered. Whether you’re happier enjoying a freshly made and canned GREY GOOSE takeaway cocktail at London’s OXO Tower, or you’re ready to sip a BACARDÍ rum cocktail in a tropical paradise at Manchester’s Smithfield Social, there’s something for everyone.
Head to Design My Night to discover your tribe and getting planning.
The personas:
THE SLAY AT HOME
THE NEW PRAGMATIC
THE MIX-A-LOT
Who they are
Home is where the slay is!
This tribe prefers to have the dance floor or garden festival for just their closest crew, enough space to move and groove whilst spitting bars on a toothbrush and sipping on a cocktail delivered to their door.
They keep us waiting for their next appearance. And they’ve mastered the French Exit.
The zen master.
Despite destruction all around, this tribe maintains balance, calm, poise and creativity. They are the glue that holds their loved ones together. Once the ‘night out’ character, they now host with the most.
A chameleon - multiple transformations and a new re-emergence has made this tribe who they are now.
The life and soul.
Traveling from venue to venue, crowd to crowd, making new friends and taking the party with them wherever they go. This tribe knows when it’s time to dress up and get dancing!
One life, one chance, one full throttle experience waiting to happen.
What they’re drinking
Classic drinks, such as a Negroni, Daiquiri, Espresso Martini or a simple summer Spritz
Longer cocktails – with a twist! Such as a classic Mojito with grilled pineapple or a Gin and tonic with basil and lemon
Richer and darker spirits like spiced rum Old Fashioned twists, and cloudy and frothy cocktails like a sub-zero Espresso Martini
What they’re wearing
Comfort is king, so athleisure, natch!
Seasonal summer wear and festival threads
All about dressing to impress and reinventing the latest trends
Where they’re spotted
In the garden or a park
Outdoor roof terraces
Anywhere and everywhere
Currently on rotation…
Classic albums, classic anthems
Chart toppers
New, new, new music
-END-
NOTES TO EDITORS
Ogilvy's Behavioural Science Practice creatively applies the insights of contemporary behavioural science to diagnose, create and validate ‘Unseen Opportunities’ and to create giant impact. Be it tasked with improving the security of Europe’s busiest airports, changing how people interact with the world’s most popular social media, or leading sustainability projects across the globe, their work spans product design, experience design, organisational change and behaviour change communications.
Always drink responsibly
For the facts: Drinkaware.co.uk
About Bacardi Limited
Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally recognized spirits and wines. The Bacardi Limited brand portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, GREY GOOSE® vodka, PATRÓN® tequila, 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, ST-GERMAIN® elderflower liqueur, and ERISTOFF® vodka. Founded more than 159 years ago in Santiago de Cuba, family-owned Bacardi Limited currently employs more than 7,000, operates more than 20 production facilities in 11 countries, and sells its brands in more than 170 countries. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. Visit www.bacardilimited.com or follow us on Instagram, LinkedIn and Twitter.
