Bacardi is pushing pitcher drinks in a bid to encourage consumers to drink more spirits at home. It has linked up with Tesco to launch a promotion in which the rum producer will give away 20,000 pitcher boxes.
Printed on the boxes are suggestions on how to serve Bacardi Superior Rum with one of the brand's four recommended mixers: cranberry juice, orange juice, ginger ale or lime & soda.
"The off-trade is a buoyant market for spirits right now," said Liam Newton, director of marketing for the brand. "By encouraging consumers to enjoy Bacardi as a long drink we will help contribute to growth."