The spirits company will kick off its experiential push in Germany at the end of the month (28 January), before hosting additional parties across the US, Latin America and Europe from February.
A Facebook competition will run alongside the branded events in a bid to encourage people to share content from their own gatherings. Prizes will include a Bacardi party kit, invites to the experiential events as well as commemorative glassware.
The brand will also launch a sustainability scheme later in the year around the production and sale of premium sprits, which will run alongside a month-long event involving nearly 6,000 staff working on philanthropic activities.
Bacardi’s experience-based approach to marketing this year follows Smirnoff’s Nightlife Exchange Project’ campaign, which the brand has run for the last two years. The Diageo owned drinks brand reached out to students with a series of live music events and in-store promotions in 50 countries.
Elsewhere, Heineken has already started its year-long 140th anniversary celebrations with a Facebook competition encouraging fans to design their own commemorative bottle.