Bombay Sapphire, Grey Goose, Dewar’s and Patrón lead activations at Camarote MAR and Camarote Allegria, with mixology, gifts and influencers.
Bacardi has announced its presence at Carnival 2026 with a strategy centered on its premium portfolio. In Rio de Janeiro, Bombay Sapphire, Grey Goose, Dewar’s, and Patrón will run exclusive activations at Marquês de Sapucaí boxes. In addition, the company aims to link quality and identity to moments of celebration.
Activations will take place at Camarote MAR and Camarote Allegria, described as two of Sapucaí’s most exclusive spaces. The brands will feature dedicated bars, mixology experiences, and digital activations. In this way, the operation also includes invited influencers.
Bombay Sapphire and Grey Goose in both boxes
Bombay Sapphire proposes a sensory journey tied to beauty and sophistication, according to the release. The brand will also distribute gifts such as mini bottles of the original version and personalized hand fans. In addition, the activation will be present in both boxes.
Grey Goose reinforces a quality message through drinks and moments inside the boxes. The brand will also hand out bucket hats, according to the text. As a result, Bombay Sapphire and Grey Goose share the spotlight across the two areas.
Patrón at Allegria and Dewar’s at MAR
Patrón will be at Camarote Allegria with drinks designed to highlight consumption rituals and celebration moments. The brand will also feature exclusive giveaways. In this way, the tequila ties into the authenticity positioning described in the release.
Meanwhile, Dewar’s will be at Camarote MAR, inviting guests to discover and experience whisky in an easygoing, celebratory way. The text highlights the label as the world’s most awarded blended Scotch whisky and mentions double aging as a differentiator. As a result, the activation focuses on smoothness as part of the experience.
Events beyond Sapucaí
Beyond the box activations, Bacardi also said it will take part in parties throughout the Carnival period. In Rio de Janeiro, the brand will join events at venues such as Belmond Copacabana Palace. Next, the release cites an initiative organized by Posh Club.
What Bacardi says
According to Marcos Silva, Bacardi Brazil’s marketing manager, the presence is designed to connect with Carnival’s cultural relevance. He says the company aims to engage the audience through sophistication and creativity. Therefore, the plan is framed as consumption experiences aligned with the celebration’s context.
“Carnival is a period of enormous cultural relevance in Brazil, and our presence reflects Bacardi’s commitment to offering consumption experiences that authentically connect with this context. By bringing brands such as Bombay Sapphire, Grey Goose, Dewar’s and Patrón to Rio de Janeiro’s main boxes, we seek to connect even more with the public through sophistication, creativity and moments that value celebration in its essence,” says Marcos Silva, Bacardi Brazil’s marketing manager.
The initiative is part of Bacardi’s strategy to expand its premium portfolio across the main stages of Brazilian Carnival. In this way, the company aims to associate its brands with memorable experiences. Finally, Bacardi highlights celebrations connected to Brazil’s cultural identity.
About Bacardi
Founded by Don Facundo Bacardí Massó in 1862 in Santiago de Cuba, Bacardi is now led by the family’s seventh generation, according to the text. The company operates in more than 170 countries. In addition, it has a portfolio of more than 200 brands and labels, including Bacardi rum, Bombay Sapphire, and Grey Goose.