Bacardi is to launch an ad-free, global internet and mobile radio station in what the drinks manufacturer is claiming is a world first.

Launching today in the UK and rolling out globally from next month, the service will be branded Bacardi B-Live and aims to extend the company's association with music to a new multimedia generation.

B-Live - a 24-hour, online music station - is planned as a long-term project that will eventually enable listeners to supply content.

The service is the latest example of a brand attempting to bypass more traditional forms of advertising and appeal to consumers directly.

Access to the station is available only to consumers above the legal drinking age and to sign up consumers must enter their date of birth and country of residence.

John Burke, the global brand director at Bacardi, said Bacardi was the first brand in its sector to launch such a service.

He said the firm was in discussions with 3G mobile companies to develop promotional partnerships that would likely involve video content.

"Bacardi recognises the changing media landscape as the digital communications revolution changes our target adult consumer's media consumption," he added.

B-Live will be cross-promoted through Bacardi's existing music events, which will be streamed through the new online radio station. There will also be digital and viral advertising.

The company is working on six further projects in this area.

One of Bacardi's most famous advertising campaigns used the slogan "welcome to the latin quarter" and at one time featured footballer-turned-actor Vinnie Jones.

Mr Burke said the fact that the content was available anytime "related strongly to the free-spirited attitude at the heart of Bacardi rum".

The service is available online at bacardibliveradio.com and for mobile handset listeners at wap.bliveradio.com.

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