Is it possible for a brand to step outside the boundary of its story and still be authentic? Bacardi is trying to do just that with a brand concept store it's opening in Nassau. But I’m having a hard time understanding how a windbreaker bearing the Bacardi name fits with its brand story.

You go out to drink with friends. Or if you’re too poor to pay the cover at the bar, you hang around the pad, drinking with your buddies. Either way, boozing up is generally a social experience.

Bacardi may be better off by opening a bar/restaurant/lounge/whatever, where friends and family can gather and imbibe. Imagine having a cool Bacardi mojito on a hot summer day and a Bacardi-paparazzi-esque photog gets a candid of you and company mid-party. Now that is something people would pay money for...for one reason or another.

Bacardi execs argue that a concept store is a way for people to interact with the brand in a different way and hopes it "intrigues the customer." I struggle to see what’s intriguing about cheap memorabilia made in China that’s been marked up 2,000% and then turns me into a walking billboard. So not classy.