By Andrew Starke
Bacardi Lion has moved to consolidate the number of agencies working across its brands after undertaking a review process.
BMF has been appointed as creative agency and ZenithOptimedia as channel planning & media buying agency for Bacardi Lion’s portfolio of brands.
“As a growing business, we are confident that the skills, experience and capabilities of both ZenithOptimedia and BMF will best suit our needs across the differing requirements of brands within our portfolio,” Bacardi Lion managing director Colin Rochester said.
In October 2008, Lion Nathan’s McKenna Bourbon and Inner Circle Rum spirit brands were integrated into Bacardi Lion, which was formed as a joint venture between Australasian brewer Lion Nathan and global spirits company Bacardi Martini in 2003.
Bacardi Lion has a premium spirits and RTD brand portfolio, including Bacardi Superior, Grey Goose Vodka, 42 Below Vodka, Dewar’s Scotch, Bombay Sapphire Gin, and McKenna Bourbon.