The UK arm of Bacardi-Martini is starting up its own radio station, available online and via cellphones.
Branded Bacardi B-Live and playing a mix of party anthems with guest DJs, it will launch in Britain today (Monday) prior to a global rollout next month.
The family-controlled, Bermuda-headquartered spirits business, whose stable includes Dewar's, Bombay Sapphire and Grey Goose, says the best-selling Bacardi rum is the first brand in its sector to launch such a service.
The company is following a growing trend to bypass traditional forms of advertising and appeal to consumers directly.
Avers global brand director John Burke: "Bacardi recognises the changing media landscape as the digital communications revolution changes our target adult consumer's media consumption."
B-Live will be cross-promoted through the brand's existing music events, which will be streamed through the online radio station. There will also be digital and viral advertising.
Data sourced from MediaGuardian.co.uk; additional content by WARC staff