BACARDÍ Rum launched a new series of activations under its “Do What Moves You” platform. The festivities kicked off in June with a BACARDÍ x Stadium Goods speakeasy pop-up. The company says that, at first glance, the event appeared to take place at a traditional Stadium Goods sneaker store with custom BACARDÍ x Stadium Goods merchandise offerings. The attendees, all aged 21 and older, were immersed in a Caribbean-inspired BACARDÍ celebration, with musical guests, exclusive BACARDÍ rum cocktail tastings and more on June 8. “The spirit of BACARDÍ has always been one of self-expression, free of judgment, and, of course, one that is ready to dance,” said Laila Mignoni, global head of brand marketing communications for BACARDÍ, in a statement. “We’re thrilled to partner with the pros at Stadium Goods and streetwear icon, Jeff Staple, allowing consumers to embrace their individuality through touchpoints that inspire consumers to ‘Do What Moves You.’ Every aspect of our partnership is designed to bring people together, embracing the connective tissue between our iconic rum and the sneaker community to inspire movement in both the physical and emotional sense.” Anyone who attends a BACARDÍ party this summer will be gifted the Dancing Shoes NFT, an exclusive digital wearable created in collaboration with Jeff Staple and Kollectiff.

North Carolina’s Cheerwine, a cherry-flavored soft drink, announced it was hosting a Uniquely Southern Summer Contest. The contest launched at the end of May and goes through July 30. Open to Carolinians, those who enter have the chance to win exclusive, one-of-a-kind experiences throughout the duration of the contest. “Cheerwine’s thrilled to announce the Uniquely Southern Summer Contest, offering Carolinians the chance to win unforgettable experiences embodying the spirit of the South,” said Joy Ritchie Harper, vice president of marketing for Cheerwine and fifth-generation founding family member, in a statement. “With over $10,000 in prizes up for grabs, we’re excited to bring cheer and create lasting memories for our cherished fans all summer long.” A grand-prize winner will receive a three-day, two-night stay at the historic Brown Mountain Beach Resort in Lenoir, N.C. The stay includes a Cheerwine-themed riverfront yurt, Cheerwine swag, paddleboard and kayak excursions, and more. Additional prizes include a VIP ticket package to meet The Dryes, a country duo from season 22 of “The Voice.” Another winner will receive the Carolina ‘Que Collection: gift cards to more than a dozen barbecue restaurants across North and South Carolina. While there are more prizes, an additional notable prize is the Southern sports package. The winner of the package will get an “all-inclusive experience with tickets to Charlotte’s NBA franchise, Raleigh’s NHL team and Atlanta’s MLB ballclub.

Cheerwine celebrates summer with Uniquely Southern Summer Contest

Loyal 9, a vodka-based ready-to-drink lemonade cocktail brand owned by Diageo, introduced “Less Less. More More,” a platform to celebrate moments “that are more exciting, more flavorful and more spontaneous,” it says. The goal of the platform is to bring the flavor to all moments of life and encourage consumers to capitalize on their rightfully earned Summer Fridays. To kickstart the Summer Friday season, Loyal 9 invited all fans aged 21 plus to a pop-up party in New York City on June 9. The event had the code name “Jury Duty,” offering a plausible and slightly cheeky excuse to clear up their Friday afternoon to start their Friday sooner, the company says. The “Jury Duty” event included bars serving Loyal 9 vodka lemonades, a DJ, photo booths, a rooftop terrace and endless zest. “At its core, Loyal embraces the bold path in life — because life with more flavor is undoubtedly more fun,” said Stephanie Pavone, Loyal 9 senior brand manager, in a statement. “We’ve decided to shake up the expected, encouraging our consumers to take more time for themselves and to feel less bad about it — starting with their rightfully earned Summer Fridays.” The brand’s Less Less. More More campaign was created in partnership with No Fixed Address— consisting of six-second animated films, digital out-of-home, influencers and social content — encouraging those 21 and up to bring less fizz and more flavor to their summer routines, it says.

Loyal 9 Cocktails summons consumers to “jury duty”