Powered by Sydus, B-Live will stream directly onto mobile handsets, reaching an estimated 85 million handsets globally.
"With B-Live radio, Bacardi can release the 'Bacardi spirit' via another avenue -- mobile," said Saumil Nanavati, president of Sydus. "It's no longer using the traditional push-model. It's pull. Consumers can now 'pull' the Bacardi experience onto their phones any time they want."
B-Live radio will support Bacardi B-Live, a UK festival showcasing DJs from around the world and is the latest initiative in Bacardi's tradition of music concept events.
"Bacardi's target audience is savvier than most," Nanavati added. "Being the world's number one spirit, Bacardi wanted to take the lead in creating this 360-degree experience."
Bacardi kicks off radio service for mobile handsets
Bacardi is set to launch B-Live radio, touted as the world's first brand-created global music radio station.