Bacardi Blast has become liquor major Bacardi-Martini's long-standing properties, which has been successfully used to build awareness about its popular white rum Bacardi Carta Blanca and create the necessary imagery around the product.

The Bacardi Blast is a property designed to build an association for the brand with partying and party music.

Currently, Bacardi Blast has become synonymous with the hottest parties coming to town, which are held only once a year. Launched as a half-hour Channel V programme in 1998, Bacardi Blast was later taken as a ground event in happening pubs and discotheques and came to be known as one of the best and happening parties in the city.

The next year saw a modified Bacardi Blast in tune with the changing needs of the consumer where the theme was meltdown of music through the decades.

This year, the Bacardi Blast property has moved on to touch upon progressive forms of music, which will influence Bacardi consumers in the years to come. The kind of music that will be played would be club music ( Ibiza ), techno, asian underground, hip hop and a bit of trance.

The highlight of the show would be UK-based DJ Fubar who has played at the most happening party places such as Ibiza in Spain. He has also been the Coca-Cola United Kingdom DJ of the Year.

This year, the Bacardi Blast that took place in Bangalore last month, featured UK-based DJ Spencer Broughton from the Ministry of Sound. Broughton also played at the Bacardi Blast at Pune early this month. Fubar is the third DJ from UK brought to India for the Bacardi Blast in Calcutta and the Night of The Bat in Delhi.

Pre-promotions for each of the parties will begin a week before the event and one genre of music per outlet will be played on a given day.

Bacardi-Martini India Ltd. is a 74:26 joint venture between Gemini Distilleries and Bermuda-based Bacardi Limited. It entered India in 1998 with the launch of its popular white rum Bacardi Carta Blanca.

Since then it has captured 12 per cent marketshare in the premium spirits category. It also has in its portfolio premium aged rum Bacardi Reserva launched in October ‘99 in the Indian market.