Coca-Cola has brought its Bacardí and Coca-Cola ready-to-drink cocktail to the UK.
Bacardí & Coca-Cola (rsp: £2.30) has launched in a 250ml sleek can format. The NPD was previously unveiled by The Coca-Cola company in September 2024.
It joins the soft drinks giant’s portfolio of RTD tie-ups with spirit brands, including Absolut Vodka & Sprite and Jack Daniel’s & Coca-Cola.
The cocktail is a take on the Cuba Libre cocktail – Bacardí rum, Coca-Cola and lime – which was first created in 1900 and had since “become one of the world’s most recognisable drinks”, said Coca-Cola Europacific Partners.
It marked the next stage of CCEP’s strategy to “premiumise the category by bringing world-class brands together”, said Elaine Maher, associate director of alcohol RTDs at CCEP GB.
The launch will be supported by a shopper marketing strategy across multiple channels, with PoS materials including chiller dump bins, gondola ends and digital shelf strips available to convenience retailers.
A summer marketing campaign, meanwhile, would comprise a social media push, checkout promotions, OOH advertising and sampling at music festivals and sporting events, said CCEP.
“With over a century of heritage, this serve is already one of the world’s most recognisable bar calls. Bringing it into the RTD space meets strong consumer demand for trusted, convenient choices without compromising on quality,” Maher added.
No comments yet