Features

The sound of rum: Bacardí's new sonic model

Despite having dramatically progressed over the past decade, sonic branding can still sometimes feel rigid or ‘corporate’. Abbey Bamford explores how Bacardí and Resister broke the rules to create a new sonic model.

What comes to mind when you think about sonic branding? It’s probably those catchy sonic mnemonics that stick in your mind, like the chime of Intel, the swooshy tones of Netflix or the jingle of McDonald's. Despite being memorable, they don’t exactly evoke a strong feeling, as they’re designed to trigger recall, not resonance.

This is precisely the gap Bacardí set out to close when defining the sound of its brand. It wanted to avoid anything that felt corporate, expected or formulaic, so they turned to independent music agency Resister with an open challenge: build a sonic identity that doesn’t just represent the brand, but moves with it.

The resulting sound is underpinned by a distinctive, culturally charged music strategy that rejects the idea of static sonic logos entirely. Over the last three years, Bacardí and Resister have worked together to create an evolving body of original music shaped by artists who already sound like Bacardí, rather than being asked to sound like a brand. In other words, there was no prescriptive brief for the musicians and no need for them to force a certain style.

That idea ultimately led to the launch of two commercially released EPs, a new flexible sonic framework and a blueprint for how brands can use music to connect and not just cut through.

"Bacardí came to us looking for sonic branding but with a difference – no mnemonic or corporate-owned melodies," says Hollie Hutton, co-founder and creative director at Resister. "They wanted a framework for all future music creation to build consistency across content and support all the amazing work they were already doing in the music space."

More than a jingle

Music has always been a core part of Bacardí's identity. From house party campaigns to partnerships with high-profile DJs and artists, sound has been a key tool for connecting with younger audiences. However, while the brand had a strong presence in culture, their audio assets were fragmented. Different agencies and markets were using music independently, with little unification or synergy across content or campaigns.

"This was about building something bigger than a track or a campaign," says Hutton. "We were tasked with creating a strategy that was truly unique to Bacardí. As a result, we carved a whole new approach to how sonic branding can look and feel."

To do that, the Resister team started with a deep dive into Bacardí's past. Using AI-driven stem splitting technology, they broke down the brand's historic music choices to isolate individual sonic elements and patterns. They cross-referenced this with music theory and genre analysis to form a strategic framework that could guide future compositions without strictly dictating them.

"We used AI to get super granular with our research," says Hutton. "It allowed us to root our creative direction in data, but ultimately build a framework that felt emotional, rhythmic and adaptable."

The first drop: Do What Moves You

In 2023, Bacardí and Resister released the first EP born from this framework: Do What Moves You. The six‑track record was designed to crystallise what Bacardí calls its “Sound of Rum” and featured a line-up of emerging artists from Latin America, Spain, the UK and the Caribbean. All of these genres nod to Bacardí's heritage and the joyful, high-energy spirit of the brand.

The approach was refreshingly hands-off. Rather than shaping artists into a brand sound, Resister sought out those who already embodied it. "It was about matchmaking," Hutton explains. "We weren’t asking artists to become something they weren’t. We wanted them to be themselves, which is how you get truly authentic tracks that align with brand purpose."

One of the tracks, Siéntelo by Octopus To The Party ft. It’s Natascha, was also integrated into a Snapchat AR experience, where the music responded to dance‑moves caught by the camera, triggering unique rhythm variations and building a multisensory connection between sound, movement and brand.

The tracks were released on Spotify and other DSPs, not just as brand assets, but as commercial music in their own right, which was a very intentional decision. "Providing you work with authentic talent who are excited about partnering with the brand, commercial viability and brand utility come hand in hand," says Hutton.

Alongside that, the team produced more than 40 “ritual sounds,” or micro‑audio cues that amplify the drink experience through sound design rather than melody alone. This layer of music, tech and interactivity helped the EP serve not just as campaign‑artifacts but as a fully realised sonic ecosystem for Bacardí.

Music Liberates Music: taking it global

In 2025, the team returned with a second EP: Music Liberates Music, representing what the studio describes as “a whole new wave of sonic branding.” This time, the goal was to test the versatility of the framework and expand into new genres and territories. Working with artists from Canada, The Netherlands, Poland and the UK, the project embraced hip hop, Afrobeat, EDM and global pop influences.

By working with artists across continents and cultures, it makes clear that Bacardí really values listening to global audiences. Not only that, but this decentralised approach to brand building puts trust in local creativity while maintaining strategic cohesion.

"Our first EP celebrated artists from the Latin-Caribbean world. With Music Liberates Music, we wanted to reach wider audiences and prove our framework was robust enough to evolve with the brand’s needs," says Hutton.

The approach remained consistent though, with the aim being to scout talent who already delivered that “Bacardí sound” rather than trying to make them fit into a brand box. The new EP also introduced subtle brand mentions into each track. The idea was to build in recognisability, and not just through jingles or taglines but through natural lyrical and rhythmic nods to Bacardí. Two tracks from the first EP were also updated to include brand mentions, creating a consistent thread for social cutdowns and campaign integration.

The results from this second wave of the project were campaign integration, reach into global markets and a sonic identity that feels alive, adaptable and culturally embedded.

From content to culture

Music Liberates Music amassed over 70,000 Spotify streams in under three months, gained national radio airplay and picked up press coverage from music and culture titles around the world. TikTok ads using the tracks achieved a 52% hook rate, and Spotify campaigns saw a 96% completion rate.

The project has already picked up acclaim, including recognition at the Transform Awards North America, picking up a Gold award in the ‘Best Sonic Brand Evolution’ category. At a time when brands are racing to develop audio identities in response to podcast ads, TikTok virality and sound-on platforms, Bacardí’s approach offers a more enduring, culturally fluent model.

The impact wasn’t limited to metrics either. Bacardí teams around the world began using the tracks organically across social and branded content. Influencers and content creators picked up the music and used it in their own work, proving that the music didn’t just work for the brand; it worked for the internet.

"Music has been a cornerstone of Bacardí Rum for decades, and working with Resister to create a framework for Bacardí's sonic identity was a natural evolution," says Erica Kim, global director, creative development at Bacardí. "We’ve loved being able to use these tracks for our own branded content, but the real win was seeing it also picked up by our favourite content creators."

Redefining the rules

What Bacardí and Resister have built is a strategic sonic infrastructure that goes way beyond your average music campaign. One of the most compelling shifts in the Bacardí project is how it redefines the idea of brand ownability. In both of the EPs, Bacardí’s equity is built through emotional resonance, rhythm and cultural alignment. They favour emotion over execution and authenticity over control.

These are harder elements to quantify, but arguably more powerful. It’s a move away from branding as recall and towards branding as recognition.

"This was a brand new model created specifically for Bacardí," Hutton reiterates. "At Resister, we treat every brand as unique. That’s the only way to make something that lasts."

For other brands navigating a sound-first digital world, the takeaway should be that music isn’t just a layer to add in post. It’s a tool to build meaning, memorability and emotional connection, and it’s not about forcing artists to contort themselves into a brand mold, but about finding those whose sound already carries the spirit of the brand. As Bacardí and Resister have shown, sometimes the best way to sound like a brand is to let the music move people first.