Bacardi, the world’s largest privately held, family-owned spirits company, is set to launch a new non-fungible token (NFT) initiative this summer.
As part of its “Do What Moves You” platform, the brand will kick off some unique activations — including the release of NFTs — at the Bacardi x Stadium Goods event on June 8, 2023.
Indeed, festival attendees will not only have access to exclusive brand merchandise but will also receive Dancing Shoes NFTs. Created in partnership with streetwear brand STAPLE and Web3 studio Kollectiff, these NFTs will be dropped into guests’ digital wallets during the event.
The NFTs will feature a simple design that guests can customize. Those who complete the customization process will have a chance to transform their digital creations into a unique physical pair of sneakers, which will be delivered to them later this summer.
The campaign will conclude in October with a final pop-up event before Amsterdam’s biggest dance music festival. The event will showcase exclusive merchandise and offer a limited-edition giveaway of collectible physical Dancing Shoes in collaboration with a renowned Amsterdam streetwear brand.
Bacardi joins a growing list of spirit companies venturing into the world of Web3. Last week, Appleton Estate released the Appleton Estate 17 Year Old Legend as an NFT on the Blockbar marketplace, joining the ranks of other spirits and wine brands like 1800 Colección Tequila, Monkey Shoulder, and Ardbeg Fon Fhòid. Adding to this wave, The Absolut Company made a significant move by filing a trademark application for “Malibu” in January, showcasing its intention to enter the metaverse and NFT space.