Iconic spirits company Bacardi has teamed up with award-winning music producer Swizz Beatz, making him Global Chief Creative for Culture over the entire brand and business portfolio.

Chief executive, Mike Dolan, commented 'For Bacardi, having Swizz as a partner represents an opportunity to sell more than just bottles and cocktails. It represents a convergence of our brands in lifestyle and cultural experiences'. Swizz Beatz has previously collaborated with brands including Reebok, UFC, Christian Louboutin, Lotus Cars and Aston Martin.