Looks like Bacardi Originals are not the only people to be harnessing the power of the webisode to spread a brand message. Like Bacardi, they’re using the star power of known bartenders to help their contnet connect, but this also has a documentary style, I would say increases it’s potential audience and feels more ‘real’.
It also probably arms normal† people with more knowledge than they’ve ever had on the process behind the manufacture of the wonderful Mexican spirit.
There’s a whole YouTube channel here too.
† You know, the one’s the brand managers call ‘consumers’