Top drinks marketing campaigns and news: May

Rum brand Bacardi is collaborating with a tech startup on a new marketing initiative that uses voice technology to persuade more consumers to opt for its Añejo Cuatro Dark Rum.

The rum maker has launched an offer with tech startup Send me a Sample, which works on both Amazon Alexa and Google Assistant, to offer potential customers in Germany a free trial of its Bacardi Añejo Cuatro Dark Rum.

Bacardi will target Alexa and Assistant owners over the age of 18 who have “previously expressed an interest” in Bacardi’s brands with paid-for adverts on Facebook and Instagram, as well as influencer-led posts.

The adverts will show “a call to action,” the company said, explaining how consumers can request a sample.