#USA #Los Angeles #BACARDÍ Rum #MTV #VMAs

BACARDÍ Rum Returns as Official Partner

BACARDÍ® Rum, renowned as the World's Most Awarded Rum, makes its grand return as the Official Spirits Partner for the 2026 MTV Video Music Awards (VMAs). This year’s ceremony, hosted by the iconic Snoop Dogg, will take place on September 27 in Los Angeles and will be broadcast live on CBS. This marks BACARDÍ's fourth consecutive year supporting the VMAs, a partnership enriched by their mutual love for music and culture.

In a significant move, BACARDÍ is revitalizing the Best Dance category, which has been absent for the past seven years. This category recognizes artists whose music not only excites listeners but also inspires them to dance and connect, emphasizing dance as a core element of musical expression. According to Lisa Pfenning, Vice President of BACARDÍ North America, music has an unparalleled ability to unite people, with dance serving as a universal language bridging diverse backgrounds and generations.

To commemorate the revival of the Best Dance category, BACARDÍ has collaborated with Paramount Media Labs to launch a dynamic campaign titled "It All Starts With a Beat." This initiative features the acclaimed music producer Caleb Calloway along with talented dancers and choreographers like Dexter Carr and Gabi Barra. The campaign showcases the creative journey behind original Latin-inspired remixes of celebrated tracks that have won the Best Dance award in the past, including iconic hits like Ricky Martin's "Livin' La Vida Loca" and Jennifer Lopez's "Waiting For Tonight."

On the night of the VMAs, attendees will be treated to a selection of signature cocktails crafted to align with the festive atmosphere of the event. The star of the show is the BACARDÍ Moonwalk Mojito, alongside refreshing options like the BACARDÍ Agua Fresca, BACARDÍ Coco Colada Spritz, and BACARDÍ 808. These cocktails invite guests to raise a toast to the vibrancy of music celebrating culture and connection.

With dance music surging in popularity, it's an opportune moment to reintroduce the Best Dance Video category at the VMAs. According to Matt Newcomb, Senior Vice President of Marketing Activation at Paramount Media Labs, this collaboration enables the creation of authentic experiences that resonate with fans and artists alike. The synergy between BACARDÍ and the VMAs promises an unforgettable celebration that encapsulates the excitement surrounding contemporary dance music.

Announcing its live return to the West Coast for the first time since 2017, the 2026 MTV VMAs broadcast promises to deliver electrifying performances. The spectacle will go live from 7:30 PM to 9:30 PM ET (4:30 PM to 6:30 PM PT) on CBS, with additional coverage available on MTV and streaming via Paramount+ for U.S. viewers. The following day, VMAs highlights will be accessible globally on Paramount+ and MTV, ensuring the celebration transcends borders.

In summary, BACARDÍ Rum’s partnership with the 2026 MTV VMAs not only elevates the celebratory spirit of the awards but also reinstates the Best Dance category, bridging a gap that has lingered for years. Through innovative campaigns and engaging cocktails, BACARDÍ continues to champion the essence of music and dance, energizing audiences and honoring the cultural significance of these art forms.