Bacardi rum has joined forces with the Ministry of Sound and the club night Soul Heaven to promote Bacardi in a clubbing environment.

Last year, the 'Bacardi BBar' visited six festivals and the Latin Quarter DJ tour, and Debbie Kelly, experiential marketing controller for Bacardi-Martini, says the purpose of Soul Heaven is to take the spirit out of this environment and to a new level.

'The Bacardi Bbar is now sufficiently established to form a credible club night. Through these initiatives, we are making Bacardi accessible to a greater audience,' she said. 'Its about adding value to existing events rather than taking ownership, a recipe that we anticipate will work well for the brand.'

On the last Saturday of every month until May, the Bacardi BBar will be at the Ministry of Sound and venues throughout the country.