Bacardí Taps Celebrated Mixologist for Brand Ambassador Role
Backardí Rum has appointed Darnell Holguin, an acclaimed bartender and mixologist, as its National Brand Ambassador. In the role, Holguin will lead cocktail education, cultural storytelling, trade engagement, and consumer programming nationwide for the brand.
Holguin, a first-generation Dominican-American from the Bronx, has become a leading voice in modern cocktail culture. He has shaped New York City's bar scene through programs at Bathtub Gin and Las' Lap while serving as a celebrity mixologist for clients including Swizz Beatz, Michael B. Jordan, Olivia Culpo, and Dascha Polanco.
Credentials and Recognition
His appointment comes on the heels of significant industry recognition. Holguin won the 2017 Bacardí Legacy U.S. Championship, was named to Time Out New York's Top 10 Bartenders list, and was featured in Rolling Stone's "5 Bartenders You Should Know." He has also served as a judge for leading cocktail competitions, including Bacardí Legacy.
Focus Areas
Holguin will leverage his expertise to address key industry topics including cocktail and rum trends shaping hospitality, Caribbean influence on bar culture, representation and diversity behind the bar, and the future of mixology.
Why It Matters
As hospitality venues increasingly emphasize mixologist expertise and cultural authenticity, brand ambassador appointments reflect how spirits companies are investing in talent with genuine credibility within cocktail communities. Holguin's background in Caribbean heritage and NYC bar culture positions him to drive both consumer engagement and trade credibility for a major global rum brand.
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Written by FBM Publications Editors