Bacardi announced a series of concerts to take place in 2007. The announcement came during the Bacardi Global Gathering, Labor Day Weekend in Las Vegas at the Palms Casino.
The celebrity studded event featured Papa Roach, Tommy Lee and Tiesto. The first in this series of events was held in Miami in March and brought in acts including: Nine Inch Nails, Sasha and Digweed, Rob Zombie and Deep Dish.
As Bacardi, the maker of Grey Goose Vodka, Bombay Sapphire Gin and Dewer’s Scotch in addition to its rum line, takes advantage of the adult scene in Las Vegas, it was the perfect opportunity for the company to launch its 2007 concert lineup.
Also, and perhaps more importantly, this is an example of an alcohol producer marketing only to those of legal drinking age. The events will be 21+ and offer, in Bacardi’s own words, “something for everyone [21+] and presents top artists in a variety of music genres.” This comes as many alcohol companies are being accused of marketing their products and targeting television ads towards minors. The Bacardi events seem to market towards their key, legal demographic. Hosting the Labor Day Weekend events at the Palms attracted a younger audience, but younger in terms of 21-30, not 13-20.
This is the kind of marketing alcohol companies need to do. Bacardi gets the job done with this one.