Citing the 2026 BACARDÍ Trends report, Pfenning highlights that Mojitos and Rum and Coke rank among the Top 5 cocktails globally.

“BACARDÍ has built on this momentum through ongoing music festival partnerships and bartender-led activations that continue to elevate rum's visibility and reinforce its relevance for today’s consumers,” she adds.

This comes as Pfenning notes that U.S. consumers are showing to be more intentional in terms of their drink preferences.

“Today’s drinkers are prioritizing premium, authentic spirits that offer quality, heritage and versatility while bringing people together over memorable experiences,” she says. “That creates opportunities for BACARDÍ to build on its legacy and strong heritage while continuing to innovate for today's consumers. 

“We are also seeing the expansion and diversification of social drinking occasions, with growth in areas like daytime socializing, brunch and happy hour, as well as the usual ‘big days/nights out’ like at a music festival,” Pfenning continues. “These are all ripe opportunities for BACARDÍ to continue to play with our portfolio of cocktails and SKUs.”

With these opportunities, Pfenning explains that BACARDÍ believes it has an opportunity and a responsibility to help shape the future of rum in the United States, and that one of its biggest priorities is broadening the perceptions of rum.

“While many consumers still associate it with tropical drinks or summer occasions, there’s an opportunity to showcase just how versatile the spirit can be. Education is central to that effort,” Pfenning says. “We do make excellent Rum Punches and Piña Coladas, but we also have a repertoire of beautiful liquids that sing in Daiquiris and Rum Old Fashioneds.”

When it comes to Daiquiris, Darnell Holguin, national brand ambassador for BACARDÍ, notes there has been a renewed interest in the cocktail, offering an opportunity to highlight what has made Daiquiris a cocktail staple.

“The Daiquiri’s staying power comes from how much room it leaves for interpretation — three ingredients, but endless ways to make it your own,” he says. “That’s part of why it resonates with bar owners and bartenders alike: it’s approachable enough to be a reliable menu offering, yet it still gives people something to build on. When bartenders are given room to put their own stamp on it, the Daiquiri stops being a ‘safe order’ and starts being a showcase for what rum — and BACARDÍ — can inspire.”

Holguin adds that during this time BACARDÍ is well positioned to give people the tools and confidence to make classic cocktails their own.

“The more we invest in education and put good rum in front of curious bartenders, the more the category grows on its own terms,” he says. “BACARDÍ doesn’t need to reinvent itself to stay relevant; it just needs to keep showing up as the foundation people build their creativity on.”

Because bartenders are so integral in how BACARDÍ engages with consumers, Pfenning notes that the brand will continue to elevate classic cocktails, but embrace bartenders’ freedom to reimagine them.

“From creative takes on the Piña Colada to individual interpretations of Coquito, some of the most exciting cocktail innovation comes directly from the bartender community,” she says.

Pfenning notes that retail and on-premise partners are essential to allow BACARDÍ to meet consumers where they are to discover and enjoy rum.

“On-premise bartenders are at the heart of that strategy,” she says. “We engage them through education, collaboration and experiences that give them a platform to express their creativity while building an authentic connection to BACARDÍ. Programs like Colada Club and our Coquito Competition bring that approach to life at a hyper-local level, spotlighting bartender talent while introducing consumers to new ways to experience the versatility of rum. 

“Ultimately, our partners help turn brand storytelling into discovery,” Pfenning continues. “We’ll continue investing in programs that strengthen those relationships, elevate the rum category and give consumers new reasons to engage with BACARDÍ.”

Yet, these traditional outlets are not the only way BACARDÍ and consumers are engaging.

“Beyond the bar, we’re focused on bringing rum into the cultural moments and spaces that resonate with today's consumers, particularly the music space,” Pfenning says. “From Casa BACARDÍ activations at major music festivals such as Lollapalooza to our continued presence as the Official Spirits Partner of the MTV Video Music Awards, we’re bringing the energy and vibrancy of rum to broader audiences while celebrating the Caribbean roots that have always been at the heart of BACARDÍ.”

Highlighting BACARDÍ’s more than 160-year legacy of innovation, Pfenning further notes that the brand aims to bring the rum story to life through a unique experience: a new 90-minute-long Maestro’s Walk tour. The Maestro is the master behind every rum blend and guardian of the rum-making tradition passed down by the Bacardí family for seven generations, the company says.

“… [F]or the first time ever, we’re opening our aging warehouses to the public, inviting visitors into the heart of our rum-making process and offering a firsthand, immersive look at the art, science and senses behind BACARDÍ Rum,” she says.

Pfenning explains that for 90 years, BACARDÍ Rum production has found a home in Puerto Rico, “and we’re incredibly proud of the generations of people and expertise that have shaped our rum-making tradition there.”

In a release, BACARDÍ noted that on the tour, visitors will follow the same walking path as a Maestro, right into the heart of the BACARDÍ rum aging process, where rum matures. Once inside the aging warehouse, visitors can sample rum straight from the barrel and learn about the art and science of aging and blending, it added.

“Our continued investment on the island, including the recent expansion of our aging warehouses and new visitor experiences, reflects our commitment to building on that legacy for generations to come,” Pfenning says. “That foundation has allowed us to continue evolving the brand while staying true to what has made BACARDÍ iconic.”

Originally founded by Don Facundo Bacardí Massó on Feb. 4, 1862, in Santiago de Cuba, Bacardi expanded production outside Cuba, including to Puerto Rico, in the 1930s.

“BACARDÍ is 164 years old and has remained family owned since its inception,” Pfenning says. “There is such an immense amount of pride that we carry being able to steward this brand into each new chapter. Our focus will remain steadfast — capturing new drinking occasions, recruiting the next generation of drinkers into rum, and finding exciting ways to embed the brand into culture. The brand has an incredible legacy, and we have a strong foundation to build upon – we’re going to continue inviting more people into the world of rum.”