CCEP continues to grow on its alcoholic RTDs range
COCA-COLA Europacific Partners (CCEP) has launched a new Spiced variant for its alcoholic ready-to-drink (ARTD) range with the Bacardí Spiced & Coca-Cola serve.
Aiming to bring a fresh flavour to the ARTD selection, CCEP has said the new canned cocktail will provide a spicy twist to the globally recognised serve.
Available now with an RRP of £2.30 per 250ml can, the new drink features Bacardí Spiced Rum with hints of vanilla that has been expertly missed together with Coca-Cola.
The launch builds on the momentum from the Bacardì & Coca-Cola launch which hit shelves last year and has since generated £1.65million in value sales according to Nielsen data.
The launch will also be supported by CCEP’s ‘Bring the Party Home’ on-pack promotion, designed to create excitement at fixture and drive trial of new variants with consumers throughout the key summer trading period.
Running for 12 weeks from 7 April, every Bacardí Spiced & Coca-Cola can will feature a QR code that will offer shoppers the chance to bag some weekly prizes including Bluetooth turntables, speakers and headphones.
Each month one winner will also receive a ‘Bacardí & Coca-Cola DIY House Party Kit’ which will include DJ-inspired party gear and lighting, a Polaroid camera, a disco ball and Bacardí Spiced & Coca-Cola cans inside a branded travel case.
Elaine Maher, associate director for ARTDs at CCEP GB, said: “Rum-based RTDs are one of the biggest untapped opportunities within alcohol right now. With flavour remaining the single biggest factor influencing how shoppers choose alcohol RTDs, this smooth, balanced and easy-to-drink serve is perfectly placed to recruit flavour-curious shoppers.
“Experience-led promotions like ‘Bring the Party Home’ give consumers a reason to add rum-based RTDs into their basket alongside existing purchases, helping drive value and margin within a category that’s already outperforming the wider market. At the same time, they give retailers a clear opportunity to recruit beer shoppers.
“To fully unlock the opportunity, we’d recommend positioning the variant in high-footfall areas and alongside complementary alcohol categories to drive impulse, ensuring it is perfectly placed to deliver incremental sales as we head into the key summer trading period.”
