BACARDI RUM Takes Lead in Education at Tales of the Cocktail, Activating or Sponsoring a Quarter of All Seminars

HAMILTON, Bermuda, July 8, 2015 — Bacardi, the largest privately held spirits company in the world, will build on its growing reputation as a global leader in industry advocacy by hosting the largest range of educational seminars and activations by any drinks company at Tales of the Cocktail in New Orleans this year. A series of seminars will explore the big topics and key trends for cocktails whilst themed pop-up cafes and bars will immerse and engage industry guests. A spectacular Bacardi spirited dinner and portfolio party promise to be two highlights of the social calendar during the week.

“Bacardi continues to lead the way on raising industry standards and nurturing bartender talent at this year’s Tales of the Cocktail,” says Bacardi Global Advocacy Director Jacob Briars. “We are excited to be involved in 15 of the 60 seminars during the week, and looking forward to exploring in these some of the current and future trends that demonstrate the world’s burgeoning enthusiasm for cocktails and cocktail culture. The role of Bacardi at the world’s premier cocktail event continues to evolve as we focus more and more on creating events and spaces that bring our trade professionals together - to connect with us, and each other - for good times and shared learning.”

Seminar topics ranging from the evolution of the Negroni, the role of performance and theatricality behind the bar and the international barfly’s bucket list will be presented throughout the week by the Bacardi team of brand ambassadors and industry friends. One of last year’s program highlights – ‘Letters to a Young Bartender’ - returns again this year as four seasoned industry professionals share the advice they would give to their young selves when starting out.

Bacardi has focused this year on exploring, through its portfolio of key and emerging brands, what is progressive today in cocktail culture. Currently experiencing resurgence in popularity, vermouth leads the trend for low alcohol aperitivo cocktails for daytime drinking. Café Torino will serve vermouth cocktails from 4-7pm, with MARTINI® Global Brand Ambassador Guiseppe Gallo, guiding guests through a history of vermouths from around the world. The launch of two new MARTINI vermouths at Tales of the Cocktail, MARTINI Riserva Speciale Rubino and MARTINI Riserva Speciale Ambrato, symbolizes the longevity of this trend.

The renewed interest in French brands and the rise of French cocktail culture is celebrated at the French Embassy – hosted by GREY GOOSE®, ST-GERMAIN® and D’USSÉ®. Occupying a beautiful French villa, guest bartenders from the country that is currently considered an innovator in mixology will serve cocktails and cuisine.

The BACARDÍ® Legacy Global Cocktail Competition was recently won for the second time by a French bartender – Franck Dedieu from Lyon. His winning cocktail ‘Le Latin’ mixes white wine, lemon juice and olive brine with BACARDÍ Carta Blanca, embodying the current vogue for savory drinks and the use of wine as a cocktail ingredient. Franck will be serving his drink, alongside some of the biggest bartending names in the business, at the Bacardi Portfolio Party, as well as at the Bacardi Family Dinner, when the Bacardi global bar family is invited to dine and celebrate together.

“The Bacardi Family Dinner is an event which has now become a tradition at Tales of the Cocktail and one that represents the great significance we place on honoring and investing in the bartenders that drive our industry,” says Ian McLaren, Advocacy Director for Bacardi in the US. “We’re thrilled to be able to once again host our family of bartenders and industry friends, and look forward to welcoming new members to this family when the BACARDÍ Legacy Global Cocktail Competition comes to the US next spring.”To provide contrast to all the bar-talk, the first annual BACARDÍ Softball World Series brings bartenders and supporters together for an evening of fun and competition. A celebration of BACARDÍ rum’s long heritage supporting the arts and recreation - dating back to the days when it sponsored Cuban baseball during the 1920s and 1930s – bartenders representing the US will take on a team from the UK before a crowd at the Mid- City Softball Fields.

Tales of the Cocktail was founded in 2002 by Ann Tuennerman and has grown to become not only the world’s largest and most influential cocktail festival, but also a not for profit organization who’s aim is to promote cocktail culture globally. Each year the event occupies a large number of large and small venues in the city of New Orleans, centered around the French Quarter. A comprehensive programme of seminars, tasting rooms, dinners and parties attracts the world’s most influential and up and coming bar-tenders, industry experts and trade media who gather to learn, share ideas and socialize. The event runs from 15 – 19 July 2015.