Bacardi-Martini is challenging the dominance of vodka in the white spirits market with a concentrated campaign behind Bacardi rum. It is launching the second ad in its Welcome to the Latin Quarter marketing initiative this week starring ex-footballing hard man Vinnie Jones. A budget of £7.1m has been earmarked for the brand in the UK this year and the global spirits company plans to reassert its world leading white rum as the key youth spirit and make it an essential part of the drinking repertoire of those between 18 and 25. Sales director Bruce Ray said: "We are confident the new campaign will help update consumers' perception of Bacardi by demonstrating its sociable party characteristics and taking it to a new generation of drinkers." And the fresh impetus behind the brand is beginning to pay off. The latest ACNielsen figures for the year to the end of April show its value growing at 7%, ahead of Smirnoff vodka at 6%, and ahead of Gordon's gin at 1%. The new ad will run from now until the end of the year on the main terrestrial and satellite channels. {{DRINKS }}