The New Trendsetter: Bacardi's First Step into the NFT World
This summer, global spirits titan Bacardi is venturing into the digital realm with a fresh non-fungible token (NFT) project.
Operating under its established "Do What Moves You" banner, the company is preparing to unveil a collection of unique activations. The first of these is scheduled for the Bacardi x Stadium Goods event on June 8, 2023.
Exclusive NFTs Make a Debut
Attendees will enjoy exclusive Bacardi merchandise and access to the groundbreaking Dancing Shoes NFT at the event. The event, born from a collaboration with streetwear giant STAPLE and Web3 studio Kollectiff, will see NFTs directly deposited into the digital wallets of guests.
The simple design of the NFTs offers attendees a unique opportunity for customization. Guests who excel in creatively infusing their style into the NFTs might witness their digital creations materialize into unique sneakers. The organizers will deliver these distinct footwear pieces to them later this season.
The campaign reaches its peak in October with a pop-up event held just before Amsterdam's largest dance music festival. Moreover, this grand finale will feature limited-edition merchandise and a special giveaway of physical Dancing Shoes in partnership with a famed Amsterdam streetwear brand.
Web3: The New Frontier for Spirits Brands
With this move, Bacardi is further joining the increasing number of spirit companies exploring the vast potential of Web3. Appleton Estate, for instance, recently launched an NFT on the Blockbar marketplace, joining brands like 1800 Colección Tequila, Monkey Shoulder, and Ardbeg Fon Fhòid. Meanwhile, The Absolut Company has expressed its intent to enter this space by filing a trademark application for "Malibu".
Bacardi's innovative foray into the NFT world exemplifies the growing trend of spirits brands leveraging Web3 technologies. By offering unique, customizable digital assets and a tangible payoff, they’re not only tapping into the trend but also pioneering an exciting, interactive consumer experience that could redefine industry norms.