The drinks producer has released a series of short films co-directed by actor, filmmaker and self-professed "rum guy" Michael B Jordan, to highlight the brand's premium collection of rum.
Titled, ‘The Angel’s Share’, the short film captures the history, heritage and story behind the aged premium rum portfolio.
“This is an exciting time for rum and, as a rum guy, I knew I had to be part of this project,” Jordan explained.
“Rum in timeless – it’s always been there and it’s always been consistent.”
The short films – co-directed by Jordan and Emmy-nominated filmmaker Paul Hunter, followers three characters – Carlos, a rum blender; Isabel, a bartender in a Caribbean bar; and Santiago, meant to be a member of the original Bacardi family.
Each tell a story revolving around the angel's share – a term for the amount of spirit that is lost while it is aged in barrels.
The news comes as dark spirits sales, particularly whisky and rum, rise in the UK and overseas.
The latest market report released by the Wine & Spirit Trade Association shows that total sales in the UK to September 2017 reached £991m – up 5% on the same period last year – the equivalent of 34.3m bottles sold across the on and off-trade.
Michael B Jordan – not to be confused with the former Chicago Bulls basketball player – has starred in films such as Black Panther, Fantastic Four, Creed and Creed II.