BACARDÍ® Rum Shines at the 2025 MTV VMAs with Rising Artists

BACARDÍ® Rum is back for its third year as the Official Spirits Partner of the 2025 MTV VMAs, airing live on Sunday, September 7, from New York’s UBS Arena. The show will broadcast on CBS, simulcast on MTV, and stream on Paramount+.

This year’s collaboration highlights breakthrough talent, with BACARDÍ® presenting the MTV Push Performance of the Year category. The rum brand continues its long tradition of honoring music and culture by elevating new voices shaping the industry.

Celebrating Breakthrough Artists

The partnership brings fans closer to rising stars through a bold content lineup. BACARDÍ® and MTV co-created a special edition of MTV Live, premiering on MTV’s YouTube channel on September 3. Hosted by MTV correspondent Dometi Pongo and influencer Carter Gregory, the show features exclusive performances from Amaarae, Justine Skye, and Kyle Dion.

Each artist will perform two songs—an original track plus a cover of an MTV Push alum—paying tribute to the program’s legacy of spotlighting talent on the rise.

On awards night, instead of traditional ad spots, BACARDÍ® will air clips from these MTV Live performances. This move reflects the brand’s commitment to uplifting new artists on one of music’s biggest stages.

“Music has always been at the heart of BACARDÍ’s story,” said Lisa Pfenning, Vice President of BACARDÍ® North America for PR Nwswire. “This year, in lieu of ads, we decided to shine a light on an exciting class of musicians—Amaarae, Justine, and Kyle absolutely deserve to be celebrated, and we’re honored to be part of their success stories.”

Push to the VMAs: The Official Pre-Party

The celebration starts early with Push to the VMAs, the official pre-party hosted by BACARDÍ® and Paramount. The event features performances from Jamaican star Shenseea and Kyle Dion, bringing the weekend to life with music that defines the future.

Signature Cocktails for Music’s Biggest Night

On VMAs night, BACARDÍ® Rum will extend the party beyond the stage with signature cocktails served to nominees, presenters, and VIPs. The lineup includes:

• The BACARDÍ® Moonwalk Mojito – the official cocktail of the 2025 MTV VMAs, crafted with BACARDÍ® Superior Rum, lime juice, and fresh mint.
• That Mango Fuego – featuring BACARDÍ® Mango Chile Flavored Rum.
• The BACARDÍ® 808 – mixed with BACARDÍ® Reserva Ocho.
• Guava Check…1, 2 – created with BACARDÍ® Gold.

Each drink celebrates the brand’s deep roots in music and culture, fueling the rhythm of the night.

A Shared Commitment to Music

“This partnership is about BACARDÍ®’s legacy in music and commitment to emerging talent,” said Matthew Newcomb, Senior Vice President of Integrated Marketing and Activation at Paramount Brand Studio to PR Newswire. “We’re proud to work with a brand that shares our mission to spotlight the exceptional artists shaping today’s industry.”

For more updates, follow @bacardi, @MTV, @VMAs, and @CBS across social platforms.

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Source of Information

PR Newswire Article — BACARDÍ® Rum Toasts Rising Artists as the Official Spirits Partner of the 2025 MTV Video Music Awards (“VMAs”) on CBS, written by Staff

The image of the article is courtesy of ©Thurtell via Canva.com