Vicky Elmer

CO-HOST OF UNIVERSAL MUSIC BRIT AWARDS AFTER PARTIES

Overview

BACARDÍ partnered with The BRIT Awards across 2013 and 2014 to cement its position as a culturally credible, music-first brand, using high-profile, invitation-only experiences rather than traditional sponsorship assets.

At the heart of the platform were co-hosted Universal Music BRIT Awards after-parties with Soho House, supported by additional artist-led activations designed to maximise earned media, social advocacy and long-term industry relationships.

Objectives

• Position BACARDÍ as a credible, premium brand within global music culture

• Build long-term relationships with artists, labels and cultural tastemakers

• Generate high-value earned media and organic social advocacy

• Deliver standout experiential moments aligned to BACARDÍ’s Untameable brand positioning

• Achieve scale and impact without reliance on paid sponsorship fees

Strategy & Execution

1. Flagship After-Parties (2013 & 2014)

• Co-hosted the official Universal Music BRIT Awards after-parties with Soho House

• Venues: bespoke Soho House pop-ups under Waterloo Bridge

• Audience: artists, label executives, media, talent, fashion and culture leaders

Live performances & DJ sets included:

• Jazzie B (warm-up)

• Surprise DJ sets from Katy Perry, Ellie Goulding and Lorde

Attending artists and guests included:
Jessie J, Daisy Lowe, Emeli Sandé, Rizzle Kicks, Dougie Poynter, HAIM, Bastille, Florence Welch, Jameela Jamil, Pixie Lott, AlunaGeorge, Foxes, John Newman and more.

2. World-Class Hospitality & Brand Experience

• Curated bespoke BACARDÍ cocktail menus aligned to brand storytelling

• Delivered by elite BACARDÍ Startenders, including senior bartenders from:

  • The Savoy

  • Milk & Honey

  • Hawksmoor

  • Callooh Callay

  • Gordon Ramsay Group

• Elevated food, drink and environment to match guest and talent expectations

3. Additional Experiential Activation: Thames Takeover

• Chartered three branded boats on the Thames post-awards

  • One with Coda Music

  • Two with Universal Music

• Transported artists directly from the BRITs to after-parties

• Fully branded BACARDÍ experience with bespoke cocktails tailored to artists

• Generated significant organic artist-led social content

All collaborations were negotiated at cost, with no sponsorship fees paid to labels — achieved through strategic relationship management.

Results & Impact

• Established BACARDÍ as a go-to brand for world-class music experiences

• High volumes of organic social advocacy from artists and guests

• Significant earned media and cultural visibility across music, lifestyle and entertainment press

• Strengthened long-term relationships with Universal Music, Coda Music, Soho House and talent management

• Reinforced BACARDÍ’s reputation for delivering credible, best-in-class cultural moments, not transactional sponsorships

Strategic Takeaways

• Experiential beats sponsorship: High-touch cultural moments outperform logo-led partnerships

• Access is the asset: Deep industry relationships unlock scale without paid media dependency

• Hospitality equals brand equity: Premium drink experiences drive recall, advocacy and perception

• Culture-first delivers longevity: Partnerships that respect music culture build sustained brand relevance