The latest food and beverage industry news and trend analysis

BACARDÍ Rum has announced the third iteration of its strategic partnership with NBA All-Star Jimmy Butler and his premium coffee brand, BIGFACE. Building on the success of previous activations in Miami, the collaboration is expanding to the West Coast with the debut of the Rum Room Domino Club in San Francisco.

The initiative leverages the intersection of coffee culture, spirits, and lifestyle marketing to engage consumers through immersive pop-up experiences.

Dominoes and Coffee Cocktails

The San Francisco activation, scheduled for Thursday, 29 January, is designed to transport guests into a vibrant space inspired by Caribbean roots and Latin heritage. Central to the experience is the game of dominoes—a favourite pastime of Butler—which serves as the social anchor for the event.

Signature Serve: The event marks the Bay Area introduction of the BACARDÍ x BIGFACE Café Con Ocho cocktail. This "creative twist" on the espresso martini combines BACARDÍ Reserva Ocho with BIGFACE Doublestar Omni Blend coffee, targeting the premium coffee cocktail trend that continues to dominate on-premise menus.

The BIGFACE Residency

Beyond the single-day event, the partnership includes a significant retail footprint. BIGFACE is launching an expanded residency at Square's Corner Store in San Francisco.

Running from 29 January through mid-April, this "living pop-up" will feature rotating programming and daily coffee service, establishing a consistent physical touchpoint for the brand in a key coffee market.

Merchandise and E-Commerce

To capitalise on strong demand from previous events, a refreshed 2026 co-branded merchandise collection will launch alongside the activation. The lineup includes apparel such as jackets, hoodies, and hats.

For the first time, this collection will also be available for purchase online nationwide, expanding the revenue opportunity beyond the physical event attendees.

Jimmy Butler, founder of BIGFACE Coffee, commented on the cultural synergy:

Lisa Pfenning, VP of BACARDÍ North America, added: "Bringing the Rum Room Domino Club to San Francisco is a natural next step in sharing BACARDÍ's Do What Moves You spirit with fans through creative expression, community, and unforgettable experiences."