Bacardi Dips Into Its Archives for a Lush and Leisurely Instagram Campaign

Drink recipes and coloring-book pages are an added twist

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During the dark, dry days of Prohibition, Americans crammed by the thousands onto ocean liners plying the route between New York and Havana—“whoopie cruises,” they were called. The purpose? A little sun and surf, perhaps, but the main objective was drinking. Specifically, the parched masses wanted a highball, a Bacardi Cocktail or any of the other trendy libations that the rum brand’s mixologists had invented or popularized.



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