Friendly Fires

The rum brand created Bacardi Beginnings last year as a vehicle to help it connect with its male consumers around the age of 25.

As part of the initiative, established music acts Friendly Fires, Mylo and Joe Goddard were awarded grants of £10,000 which they used to mentor up and coming talent such as AlunaGeorge and Jessie Ware.

Bacardi is expected to keep the platform focused on music.