BACARDÍ Rum and Joy Crookes Inspire Gen Z to Rediscover the Dancefloor

Last Updated on October 27, 2025 by Maythe Monoche

[LONDON, UK, October 21, 2025] — BACARDÍ Rum and Joy Crookes have joined forces on a bold mission: to bring Gen Z back to the dancefloor and rekindle the fearless energy that defined past generations. Together, they are launching a one-of-a-kind event that unites people of all ages under one rhythm, encouraging everyone to move freely and celebrate the power of dance without inhibition.

A Cultural Shift: Gen Z’s Hesitation to Dance

In collaboration with BACARDÍ Rum and Joy Crookes, recent research reveals a growing trend — young people aren’t dancing like they used to. According to the findings, 73% of Gen Z feel self-conscious about their dance moves, and 53% worry about being watched. Even more striking, 51% believe social media has replaced real, uninhibited dancing.

However, there’s hope. 69% of young people say they feel more inspired to dance freely when they see someone from another generation do it. This intergenerational spark has gone viral on platforms like TikTok, where trends such as #80sdancechallenge, #NanTok, and #OldSkoolvsNewSkool celebrate older generations dancing with joy and confidence — inspiring millions to move again.

Honoring the “Greats” Who Danced Without Fear

The campaign from BACARDÍ Rum and Joy Crookes shines a spotlight on the “Greats” — those now in their 60s, 70s, and 80s who once ruled the dancefloors without self-doubt. They embodied pure joy, liberation, and individuality.

In a newly released short film, Joy Crookes takes the dancefloor alongside her mentor and longtime friend, Natty Bo, in South London — the neighborhood where they first met. Together, they reflect on self-expression, the spirit of music, and the beauty of dancing like no one’s watching.

The South London Celebration: One Dancefloor, Many Generations

On November 5th, BACARDÍ Rum and Joy Crookes will host a special event at Jumbi in Peckham, where every guest must bring a “Great” — a grandparent, relative, or elder friend — as their plus one. The idea is simple yet powerful: fill the dancefloor with multiple generations dancing side by side.

Joy and Natty Bo will perform exclusive sets, duets, and DJ sessions that blend nostalgia with modern rhythm. And at the bar, another timeless duo will take center stage: BACARDÍ & Coca-Cola, the classic pairing that continues to fuel unforgettable nights.

Reviving Freedom and Movement Through Music

For over 160 years, BACARDÍ Rum and Joy Crookes share a message — that true joy comes from movement, connection, and confidence. Since 1862, BACARDÍ has encouraged people around the world to “do what moves you,” a mantra that resonates deeply in this campaign’s call for a new dance revolution.

Joy Crookes shared with BACARDÍ:

“BACARDÍ and Coca-Cola has been my go-to drink for as long as I can remember, both at home and on my favorite South London dancefloors. Some of my happiest memories are on the dancefloor. There’s something about music that brings people together and reminds you who you are. Teaming up with Natty Bo on this has been so special — he’s taught me so much about confidence and joy through music.”

Natty Bo added:

“I’ve spent my life playing rhythms that make people move without thinking — just feeling. This movement is about showing the next generation that the best dancing happens when you let the music take over. It’s simple: do your own thing.”

BACARDÍ Rum’s Legacy of Freedom and Expression

Tjalling Simoons, Regional Brand Director for BACARDÍ Rum Europe, praised the collaboration:

“We’re thrilled to partner with Joy Crookes — an artist who truly embodies the BACARDÍ spirit of doing what moves you. Her individuality, energy, and passion for music capture everything BACARDÍ stands for. Together, we’re celebrating the freedom and connection that only the dancefloor can bring.”

Through BACARDÍ Rum and Joy Crookes, this campaign invites a new generation to reconnect with what dancing truly means — freedom, confidence, and joy shared across generations.

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Source of Information

This article is based on a press release from BACARDÍ®: BACARDÍ® Rum and Joy Crookes are on a mission to get Gen Z back on the dancefloor and moving with the freedom felt by previous generations

The image of the article is courtesy of ©BACARDÍ®