Last night, BACARDÍ rum brought a taste of Puerto Rican culture to the heart of New York City with La Placita de BACARDÍ – an immersive celebration inspired by San Juan’s legendary La Placita de Santurce. As Puerto Rico and Latin Caribbean culture continues to inspire pop culture globally, BACARDÍ is proud to shine a light on the island, where its rum is crafted at the world’s largest premium rum distillery, CASA BACARDÍ, in Cataño. La Placita de BACARDÍ highlighted Puerto Rico’s vibrant music, food, and fashion.
Serving as the backdrop for the debut of BACARDÍ x TIER “Rooted in Rhythm” limited-edition capsule collection, La Placita de BACARDÍ channeled the contagious energy of the Caribbean with a lively open-air marketplace, island-inspired cocktails, and a dance fueled celebration. Drawing on BACARDÍ’s deep ties to music and its “Do What Moves You” ethos, the collection and its name celebrate the rhythms that have shaped the BACARDÍ legacy and the spirit of Puerto Rico.
In partnership with Brooklyn-based streetwear brand TIER and custom artwork by acclaimed Cuban Bahamian, Miami-based artist Reyna Noriega, the three-piece collection – featuring a hat, t-shirt and crewneck – is a tribute to the shared Latin Caribbean heritage. Each item reflects a narrative inspired by movement, music, and cultural duality, brought to life through bold visual storytelling.
- Rooted In Rhythm Hat: Paying homage to the journey from the islands to the city, this hat blends heritage and motion. Featuring BACARDÍ’s iconic font embroidered above hand-drawn roots that form the TIER logo, it’s a nod to legacy and growth. Details include BACARDÍ’s founding year stitched on the side and custom TIER music notes embroidered on the back — representing the rhythm that moves us.
- Rooted In Rhythm T-Shirt: Inspired by the rich color palate of BACARDÍ rum, this shirt channels the freedom and joy found in music, dance, and migration. Designed by Reyna Noriega and conceptualized by TIER’s Creative Director Nigeria Ealey alongside Artistic Lead Alexandra Snow, the piece captures the soul of the islands and the spirit of the stage — from sandy beaches to city lights.
- Palm Tree Crewneck: Reimaging BACARDÍ’s signature foliage through the lens of plush island greenery, this crewneck symbolizes growth, prosperity, and the legacy of those who paved the way. The back showcases a full textured reinterpretation of tropical flora, while the front features a custom TIER Palm Tree emblem designed exclusively for the capsule — rooted in culture, rising toward the future.
“We wanted this collaboration to be meaningful and authentic,” expressed Nigeria Ealey, Founder and Creative Director of TIER. “By bringing Reyna’s artistic lens into the mix, we were able to create pieces that not only celebrate Latin Caribbean heritage, but also told a deep story about identity, movement and creative expression.”
“As a Cuban and Bahamian artist, it means so much to me to partner with a brand with such a rich history in the Caribbean like BACARDÍ. My art celebrates the vibrancy, the flavor, the movement of our cultures, and it was an honor to bring that to this partnership. The ultimate goal is to foster a feeling of celebration, connectivity, and music – something that we all share across the Caribbean diaspora.”
“Our brand DNA is deeply rooted in the Caribbean’s vibrant culture, and bringing La Placita to New York alongside this exciting collaboration is a meaningful way for us to honor and celebrate Puerto Rico’s rich cultural influence, especially as the island continues to shine on the global stage” said Lisa Pfenning, BACARDÍ’s Vice President of North America. “This partnership embodies the true spirit of BACARDÍ, built on shared Caribbean heritage and a commitment to self-expression. It’s about celebrating individuality, embracing our origins, and inspiring people everywhere to move to the rhythm of their own story.”
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