Sales for vodka and rum have been stagnant as whiskey sales have “been thriving”—partly because of Millennials’ tastes.

Sales for vodka and rum have been stagnant as whiskey sales have “been thriving”—partly because of Millennials’ tastes. In response, Bacardi is “transforming how [they] engage with customers]. In addition to using data more strategically to shape their digital marketing, the brand is focusing on unique experiences “beyond parties” to stand out. This year, they have teamed up with an electronic artist for a digital scavenger hunt, and named Swizz Beatz—who they partnered with on their first contemporary art fair— their chief creative for culture. (Digiday)