To accommodate the growing demand for BACARDI merchandising-products from within the BACARDI fan-community, the relaunch of the BACARDI BATshop offers a new design, functions, and a comprehensive product-portfolio. The BATshop is a fully functional online-shop-system, offering approximately 60 products, categorised according to the three brands (BACARDI-Rum, BACARDI-RIGO, BACARDI-BREEZER). Each product overview page, as well as the individual product pages within the three brand areas, has been visually adapted to the brands through incorporating design elements and flash-animation from the individual brand-websites. This promotes higher brand recognition and offers target group-appropriate and media-relevant dynamics to the shop. Teasers on the entry page inform the user about special offers. Once a user views an individual product, it can be placed in the shopping-basket, or the order process can be directly initiated.

To activate users to purchase BACARDI merchandising by offering a product display with strong emotive elements based upon the BACARDI brand world. To present products in a prestigious online environment, highlighting their qualitative features and cult-status through a consistent branding message across all products. To implement a clear navigational structure with highlighted interaction-possibilities. To create a clear and user-friendly interface for the online-ordering-process for logistic partners.Target group: consumers 18-39 years (focus: 18-24 years)