Bacardi to work with FCB for global China-led project

JWT and Wieden+Kennedy also competed for the business. R3 managed the process, but was unavailable for comment on the result.

It is understood that the project will centre on the development of a new product and will be led from Hong Kong. China will serve as the test market for the product.

Matt Djokovic, Bacardi’s innovation director for Asia-Pacific, and Edward Bell, FCB’s Greater China chief executive, declined to comment on the development.

Bacardi has seen notable success in the ready-to-drink (RTD) category in China, which it led with a 44 per cent share of volume in 2013, according to Euromonitor.