Bacardi have had a long history of producing advertising that appeals to a mass market. From their days in the fold of David Ogilvy until the more recent muddling the shit out of the Mojito in Miami, the direction has always been more about the consumer than the craft.
These, then, represent a pretty substantial step away (or towards, depending on where you sit) from the light. With slick, beautiful drinks being presented in modern bar environments. I’ve also heard tell of a third one featuring a Brit making a Mojito for the mystery guest. I’ll keep my ears to the ground for that one.
These three ads cover the main types of great cocktail experiences that are talked about currently. The Samurai could be in any standing bar in Tokyo, or indeed much of Japan, his holds, pours and cuts exemplify the Japanese style. I could only really fault the eye contact and the lack of a double strain. The Hummingbird is a very Miami style setting, and while I’m sure some will fault her for tasting the drink openly, behind her bar, I think it works. The third movie, is meant to be set in a more intimate bar where cocktails are worked out of the ether using new combinations and amazing ingredients. Think Jim Meehan in PDT, the boys at Milk & Honey or Sydney’s Eau de Vie.
I’d love to think that this was part of some larger effort, where true originals are going to picked out from around the world and invited to the private Bacardi Island for the most amazing contest the world has ever seen. I’m happy to put my hand up to be the mysterious stranger, just in case Facundo Bacardi or Seamus McBride find this at the end of a Google Alert.
Travelling the world, handing out golden (well, red and black) tickets sounds like my kind of gig.
6 thoughts on “And now, for something a little different”
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If you could allow me a few moments of your time I would like to make a couple of points. First, I tend to find that in Japan they don’t put the same emphasis on double straining as we do. Second, you are definitely onto something when you talk about true originals being part of a larger effort.
I suggest that in order to unravel the meaning look at two things: the cocktail and the creator. You almost have one half of the story but are missing the other.
Let me know how you get on.
Is Bacardi trying to set precedent so a daiquiri, a mojito and a pina colada must legally all be made with the World’s number one spirit?
They wouldn’t do that. Oh, wait….
No they aren’t but if you do your research on the history of these great cocktails they were all made first with Bacardi Superior:
1898 – Daiquiri
1930 – Mojito (first recorded mention), the earlier Draque inspired Cuban bartenders to create the Mojito
1908 – Pina Fria
1922 – Colada is mentioned in a Travel Magazine article on Cuba.
1954 – Pina Colada (modern recipe)
The Bacardi Cocktail must use Bacardi hence the name and the lawsuit. Incidentally Goslings have the same rights over the Dark and Stormy.
Thank you Martin,
I had noticed the cocktails were all Bacardi originals, originally.
The legal protection that Bacardi won in 1936 (Compania Ron Bacardi, S.A. v. Wivel Restaurant) covers the production of the Bacardi Cocktail within the borders of the US. Gosling’s hold a trademark for the Dark’n’Stormy, which is somewhat more impressive than a Supreme Court precedent (particularly in a codified legal ecosystem like the US) but the trademark only holds validity on the Islands of Bermuda.
Interestingly, I could change the name, say, to Facundo’s Red Mist, switch Havana Club for the Puerto Rican Rum and be completely within my rights, even inside the U.S.
It’s law week in Australia! How apt that we are having a legal debate. Huzzah!
I do hope that Bacardi’s freshly tended bed of classic bartenders let’s flower some new classics.
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