To celebrate the release of its new limited-edition Halloween rum, Bacardi played the ultimate prank on drinkers by introducing: The Haunted Rum. Leveraging a cast of skilled improv actors and unsuspecting customers, Bacardi tricked (and treated) people into believing there was a spirit trapped inside its new haunted rum bottle.

The brand called on Power’s La La Anthony to trick (and then treat) people with “The Haunted Rum” prank at a bar in Manhattan’s Lower East Side.

As guests enjoyed their libation, they witnessed a bottle of spirit take on a life of its own and begin to erratically move along the bar – controlled by an unseen force.

Throughout the prank, the production team (hidden behind-the-scenes) would also sporadically kill the lights and blackout the bar, allowing the special edition glow-in-the-dark rum bottle to illuminate.

The actors – ranging from the bartender to fellow bargoers and even the bouncer downstairs – aided the stunt by amping up their own scared reactions. 

All was revealed before guests completely lost their mind.

According to the brand, the bottle’s new black and orange jack-o-lantern label glows in the dark, making it just about the greatest booze to ever grace your bar cart.