Spirits giant Bacardi is further extending its brand into music through a new mobile/Internet radio initiative. Executives from the rum specialist pressed the button this morning (April 6) on its new

Spirits giant Bacardi is further extending its brand into music through a new mobile/Internet radio initiative.

Executives from the rum specialist pressed the button this morning (April 6) on its new 24/7 dance music-oriented project B-Live during a press gathering in central London.

Aimed at "all music loving adults over the drinking age," the service allows users to stream three separate channels of music via wap (wireless application protocol)-enabled cell phones. Alternatively, content can be streamed through a dedicated Website, using a Windows Media Player application.

The service represents "the world's first global mobile marketing initiative undertaken by a lifestyle brand," claims Saumil Nanavati, present of Singapore-based Sydus, which delivers the content through the mobile channel. Colorado-based Blumodus is responsible for streaming the content online.

Its multi-tiered global offering comprises exclusive 1-hour DJ club mixes, producers and DJs' reinterpretations of classic dance tracks, and streams from live Bacardi-branded dance music events from around the world.

At launch, the service is available on 3G, 2.75G and 2.5G compatible devices, including Symbian, Smartphone and PDA handsets.

The drinks firm's global brand director John Burke said $1 million has been invested into bringing in the product to market.

Burke tells Billboard.biz that the service will potentially open its channels to other genres, but a revenue-generating facility was not on the cards. "Between us and the record companies, everyone wins," he said.

Branding on the service, he added, would be set at "an appropriate but minimum level."