How Bacardí and AMC resurrected the Crypt Keeper after 30 years. Bacardí and AMC Global Media teamed to make the Crypt Keeper the host of FearFest 2026. 5 hours ago Join ADWEEK CEO Will Lee, senior brand marketers, and industry leaders at its ADWEEK Exchange Series, to discover how measuring real audience attention - not just impressions - drives smarter, higher-ROI CTV strategies. Two more stops in NYC and Boston next week with brand speakers from Havas, Hartz, Wayfair, WHOOP, SharkNinja, and more. Seats are limited. The Crypt Keeper is back, but to resurrect the Tales From the Crypt icon, AMC had to find a partner with the right... spirit. That's right, boys and ghouls. After a 30-year absence, the Crypt Keeper, along with his original voice artist, John Kassir, has returned to host AMC's 30th anniversary of FearFest, and spirits company Bacardí helped make it happen. Over the course of FearFest and its 650 hours of horror content in October, AMC and Bacardí will release five vignettes featuring the Crypt Keeper across linear and social. And for those who want even more Crypt Keeper, all seven seasons of Tales From the Crypt are now streaming on AMC+ and Shudder for the first time. See the latest vignette, "Better With a Beat," exclusively on ADWEEK below: AMC Fearfest Bacardi - Better With A Beat "The idea of bringing [the Crypt Keeper] back for the first time, resurrecting him from the crypt, if you will, just seemed so fun and on brand," Lisa Pfenning, VP for Bacardí Rum in North America, told ADWEEK. "We share a lot of the same values, the Crypt Keeper and Bacardí." Those values include self-expression and good humor - yes, the Crypt Keeper's signature puns are back. And with the added bonus of Halloween themes and '90s nostalgia, Pfenning called the stunt a natural partnership. But bringing the Crypt Keeper back after three decades wasn't just some easy hocus pocus. According to Bacardí and AMC, the companies spent months bringing the character to life. A tale about the Crypt. Bacardí had previously teamed up with AMC for FearFest in 2025, and coming into this year, the brand wanted to make an even bigger splash to own Halloween. To get things started quickly, conversations kicked off in early 2026, according to Mike DiGiacomo, head of integrated marketing and Content Room, AMC Global Media. At the time of those initial conversations, AMC didn't have the streaming rights to Tales From the Crypt, but as the months went on and the licensing deal was finalized, the idea of bringing back the Crypt Keeper for original content began to catch on. "We were like, 'This could be something,'" DiGiacomo said, adding, "When we first presented the idea of partnering with the Crypt Keeper to Bacardí, their eyes lit up. All we had to say was 'Crypt Keeper,' and we hit the ground running." The team got to work on multiple rounds of creative, integrating the Crypt Keeper into Bacardí's music-inspired campaign, "Better With a Beat"; recruiting horror effects master and Walking Dead director Greg Nicotero to update the Crypt Keeper's look and direct the Crypt Keeper content, which included Kassir as the voice; and weaving in Bacardí throughout the process. "Our whole thing is authenticity. We know that there is a very dedicated audience behind this franchise, so if we're going to do it, if we're going to bring Crypt Keeper back, we want to do it right," DiGiacomo said. Crypt Keeper is known for showing up in different sketch situations, such as taking on the role of a creepy Santa Claus or acting like a barber with towels hot enough to melt someone's face off. This time, Crypt Keeper is coming back as a cocktail-loving DJ to work within the Bacardí theme, and you may even see some of the signature Bacardí "Spookito" cocktails on display, which are a mojito with a bloody grenadine twist. AMC also noted that utmost care was taken with his look and in walking the line so the content didn't feel too commercial. "If I'm a fan and I'm watching Tales From the Crypt on Shudder, and I get fed this content, am I going to call that out as an ad, or am I going to actually take that as real content?" DiGiacomo said. "Across the board, no matter who the advertiser is, no matter what the platform or the IP is, that's first and foremost when it comes to partnerships." Regarding Crypt Keeper's slightly updated look and attire, DiGiacomo noted it came down to relying on experts like Nicotero and the creative team being fans themselves. "One of the secret sauces we have and something that we talk to brands about a lot is that we're all fans too, which really makes a difference," DiGiacomo said. "The people on my team who are working on this project are fully leaned in, and are fans of the genre and the series itself." Cryptic future ahead? Fans can obviously be opinionated around iconic IP, and though there are detractors about the Crypt Keeper's updated look, there are also plenty of supporters. And AMC and Bacardí noted that there's been positive feedback both internally and externally. "Consumer feedback has been great. We've been watching the comments. People are excited to bring him back. They're excited that the show is being rerun," Pfenning said. So what happens next? Will the Crypt Keeper return? Could there be more Tales From the Crypt episodes in the future? "Yet to be seen if the Crypt Keeper makes a comeback next Halloween," Pfenning said. "But we will continue to nurture our relationship with AMC for sure." On specific future plans, Bacardí is as silent as the grave. But it is a spirits brand, so there's always a... shot. AMC Fearfest Bacardi - Guess Whos Back Bill Bradley is Adweek's deputy TV, Media and Sports editor. Recommended videos

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Bacardi names Nakul Roy Managing Director for Southeast Asia. Bacardi has appointed Nakul Roy as Managing Director for Southeast Asia, effective October 2026. With nearly two decades of global experience in the wine and spirits industry and a decade at Bacardi, Roy's leadership will strengthen commercial strategy, partnerships and sustainable growth across one of the company's most dynamic regional markets. Bacardi has announced the appointment of Nakul Roy as Managing Director for Southeast Asia, effective October 2026, expanding his leadership remit across one of the company's most strategically important regions. The move underscores Bacardi's commitment to strengthening its presence in Southeast Asia, a market that continues to play a pivotal role in the company's global growth ambitions. Roy brings nearly twenty years of experience across the wine and spirits industry, with a career that has spanned North America, the Middle East, India and Southeast Asia. His international exposure and deep understanding of diverse consumer markets have shaped his leadership style, equipping him to navigate the complexities of a region marked by rapid change and evolving consumer preferences. Having been with Bacardi for close to a decade, Roy has held a series of commercial leadership roles across Southeast Asia, consistently driving performance and building strong distributor partnerships. Most recently, he served as Commercial Director and General Manager for Thailand, Singapore, Malaysia and Myanmar, where he was responsible for commercial strategy, organisational leadership and sustainable market growth. His tenure also included serving on the Board of Directors of Bacardi Thailand, further cementing his influence in shaping the company's regional operations. In his new role, Roy will oversee Bacardi's business strategy across Southeast Asia, focusing on accelerating growth, strengthening partnerships and enhancing the company's market presence. His appointment reflects Bacardi's emphasis on nurturing leadership talent from within and leveraging experienced executives to drive its long-term vision. The decision to elevate Roy highlights Bacardi's confidence in his ability to lead the company's Southeast Asia operations at a time when the region is witnessing significant shifts in consumer behaviour, premiumisation trends and demand for innovative experiences. His leadership is expected to reinforce Bacardi's commitment to sustainable growth and deepen its engagement with consumers across diverse markets. Roy's appointment marks another step in Bacardi's broader strategy of consolidating its leadership pipeline and ensuring that seasoned executives with proven track records are positioned to guide the company through dynamic market environments. With his extensive industry experience and strong regional expertise, Roy is set to play a central role in advancing Bacardi's ambitions in Southeast Asia. Discover more from creative brands mag. Brand Management Discover more Brand Strategy BRAND MARKETING October 1, 2026 Discover more ADVERTISING Communications & Media Studies