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Bacardi readies Sound of Rum promotion

Rum brand Bacardi is preparing a promotion called "Sound of Rum" in Toronto. The holiday-themed initiative will feature a branded bus that will tour the downtown area of the city. Passengers on the bus will be served holiday-based Bacardi cocktails on their way to an event hosted by Puerto Rican musician Luis Fonsi. This is the second year the brand has conducted this promotion.

"We are thrilled to have Luis back for this event," said Dominic Kreutzner, senior rum brand manager at Bacardi Canada. "The 'Sound of Rum' is the intersection of music and rum where the two blend to bring people together and ignite the holidays through celebration. It blurs the lines between reggae, dancehall, hip-hop and electronic music, bringing fans of different genres together for the holidays."

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