Hamilton, Bermuda-based Bacardi Ltd.’s Bacardi Oakheart spiced rum is ramping up media efforts just in time for the holidays. Originally focused on four markets — California, Florida, Indiana and Texas — the brand plans to expand the campaign into other states in 2016. Digital, social and mobile efforts now are expanding nationally following positive feedback from the key markets, the company says. The brand’s campaign is reaching 101.7 million legal drinking-age consumers, and is now executing national digital page takeovers on sports-focused websites that  target legal-drinking-age millennial males on big game days, it adds.

The Brotherhood of Bacardi Oakheart also is encouraging spiced-rum drinkers to "jump the captain's ship”  on Thanksgiving Eve and pledge to the "Brotherhood"  by uploading a photo of their Thanksgiving Eve celebrations with the hashtag #AllInAllHeart.

"We could not be more thrilled with the feedback we've received since launching the new creative campaign," said Fabio Di Giammarco, global vice president of Bacardi rums, in a statement.. “This Thanksgiving Eve, we're encouraging spiced-rum drinkers to enjoy Bacardi Oakheart spiced rum with friends."

Bacardi Oakheart spiced rum is crafted by Maestros de Ron Bacardi from heavily charred oak barrels to give it a unique, smoky flavor before being filtered through charcoal, and then finished by adding a secret blend of spices, the company says.

The rum is available nationwide at a suggested retail price of $14.99.