Bacardi Limited names IMG Licensing as global licensing agent

Bacardi Limited has appointed IMG Licensing as its global licensing agent.

IMG Licensing will have with an initial focus on BACARDÍ rum, MARTINI vermouth and sparkling wine, and other brands – looking to expand them across categories like food, fashion, housewares, travel, and lifestyle products, as well as location-based experiences.

“For decades, our portfolio of iconic brands has captivated audiences and become a beloved part of culture, and by partnering with IMG, we can now unlock their full potential across new consumer product categories as we continue to focus on entertainment and the worlds around it,” said Ned Duggan, Chief Marketing Officer for Bacardi.

Bruno Maglione, President at IMG Licensing, added: “The rich heritage of the Bacardi company and its brands, along with global resonance, and a diverse portfolio promise tremendous licensing potential, enabling these brands to extend into new and authentic spaces, while continuing to connect with communities worldwide.”