Bacardí rum unveiled “The Angel’s Share,” a digital short film co-directed by actor and filmmaker Michael B. Jordan – marking the first digital ad spot for the brand’s new premium collection, which launched earlier this year. As part of its continued efforts towards the premiumization of the rum category, Bacardí enlisted Jordan – a self-professed “rum guy” – to cinematically capture the history, heritage and story behind the aged premium rum portfolio.
Jordan stepped behind the camera with Emmy-nominated director Paul Hunter to tell the remarkable story of family, legacy and the Bacardí premium rum aging process. The rich, narrative-driven film centers on “The Angel’s Share” – the beautiful term used to describe that as a spirit is aged in a barrel, some of the liquid evaporates. What is lost is known as ‘the angel’s share’, and as Bacardí ages its premium rums under the Caribbean sun, more angel’s share is lost than other spirits. With shots of aged rum barrels, dancing and old family photographs, the film celebrates the vibrancy, traditions and warmth of the brand’s Caribbean roots.