Drinks team up between global brands
DIAGEO rum brand Captain Morgan has announced a team up with the Pepsi Max brand to launch a new ready-to-drink RTD alcoholic beverage.
The new Captain Morgan Original Spiced Gold mixed with Pepsi Max has rolled out exclusively to the UK market in both a 330ml canned variant as well as a 250ml slimline can, with a multipack of six 250ml cans.
Each premix RTD can has an ABV of 5% and is now available across convenience stores and wholesalers as well as supermarkets including Tesco, Sainsbury’s, Morrisons and Asda with an RRP of £2.59 for the 330ml can format.
The partnership brings together the two iconic global brands in one can in a bid to inject some extra spice into the expanding alcoholic RTD sector to help connect with adult consumers in the UK through the already well-kent brands.
To support the new launch of the Captain Morgan x Pepsi Max RTD, there will be a through-the-line marketing campaign designed to drive excitement and raise awareness of the new drink. Media includes OOH, broadcast video on demand, digital video and paid social media support as well as a disruptive sampling programme and cultural activations.
Natalia Filippociants, general manager at PepsiCo GB, said: “PepsiCo is always looking for new opportunities to meet the changing tastes and demands of consumers by bringing new, innovative products to market.
“Our partnership with Diageo brings together two drinks powerhouses who share a passion for innovation.
“Together, we’re mixing up the RTD category by creating a premium, iconic blend of flavours fans know and love with Captain Morgan Original Spiced Gold and Pepsi Max – the first alcoholic beverage to feature our flagship Pepsi brand.”
Nuno Teles, managing director GB at Diageo, said: “With a shared emphasis on fun, our partnership with Pepsi Max brings together two iconic brands to create one epic taste that will inject excitement into the RTD category.
“Both brands bring their own distinctive flavour profile to the mix, creating the ultimate combination that’s been expertly blended to deliver a great taste experience.”
