CCEP expands its ARTD drinks range with rum
DRINKS giant Coca-Cola Europacific Partners (CCEP) has brought another classic bar serve to its alcoholic ready-to-drink (ARTD) range with its new Bacardí & Coca-Cola cans.
While this marks the first time that both Bacardí and Coca-Cola have teamed up in a single can format, the pairing has been a staple bar serve for more than a century now. CCEP said dates back to 1900 when the iconic Cuba Libre cocktail – a mix of Bacardí rum, Coca-Cola and lime – was first created at the American Bar in Havana.
Launching in sleek 250ml cans nationwide at an RRP of £2.30, Bacardí & Coca-Cola RTD combines the light and smooth taste of the rum brand with Coca-Cola signature taste, creating a classic and refreshing mix straight from the convenience of a can.
Ideal for casual get-togethers this summer, the new serve provides consumers with a premium alternative to beer or hard seltzer options and has been designed to appeal to Gen Z and millennial customers in particular.
This latest launch will be supported by a bold shopper marketing strategy, says CCEP, and will run across mutiple channels, with a range of eye-catching PoS materials available for retailers from My.CCEP.com. This includes chiller dump bins, gondola ends and digital shelf strips.
There will also be a dynamic summer marketing campaign across social media, checkout promotions, out-of-home advertising and sampling opportunities across music festivals and sporting events.
This new ARTD launch also follows on from the roll out of two new variants in the range from CCEP which includes its new Jack Daniel’s & Coca-Cola Cherry cans as well as the Absolut Vodka & Sprite Watermelon variant.
Elaine Maher, associate director for ARTD at CCEP GB, said: “Bacardí & Coca-Cola builds on the natural synergy between two globally iconic brands – Cola-Cola is the world’s most popular Cola, while Bacardí holds a quarter share of the growing global rum market.
“With over a century of heritage, this serve is already one of the world’s most recognisable bar calls. Bringing it into the ready-to-drink space meets strong consumer demand for trusted, convenient choices without compromising on quality.
“The drink’s light, smooth profile and iconic flavour make it the perfect start to any evening or get-together. Convenience and simplicity are key – and with this new format, it’s never been easier to enjoy a perfectly mixed version of this legendary serve.
“It also marks the next step in our strategy to premiumise the category by bringing world-class brands together, building on the success of Coca-Cola with Jack Daniel’s and Sprite with Absolut Vodka.”
