Embracing cherry flavours with Captain Morgan
SPIRITS giant Diageo is set to turn up the flavours across the RTD category with the launch of its new Captain Morgan Pepsi Max Cherry variant.
Building on the partnership between the two, the new launch brings together Captain Morgan Original Spiced Gold spirit and Pepsi Max Cherry in a 5% ABV can, helping to tap into the demand for convenient drinks serves in the category as well as the demand for cherry flavours.
Available in both 330ml and 250ml can formats, Diageo reckons the new variant will be ideal to tap into the growing popularity of cherry variants within the RTD space, which Nielsen data has found to be the category’s fastest growing flavour across soft drinks. The 330ml format comes with an RRP of £1.99, while the 250ml format comes in a price-marked pack at £2.25.
Diageo reckons it will be able to help replicate this success for the off-trade, while leveraging the strength of the two well-established brands.
The launch will seek to drive standout across shelves, encourage trial among consumers and unlock sales potential across a range of occasions. Furthermore, Captain Morgan Pepsi Max Cherry will also be supported by a significant multi-channel investment marketing campaign across media, creator partnerships, PR and in-store activations in convenience and grocery.
Cristhel Molina, head of rums at Diageo, said: “The momentum behind Captain Morgan x Pepsi MAX has been brilliant to see, with the partnership already making a real impact in the cola ready-to-drink segment. Captain Morgan x Pepsi MAX Cherry is a great way to build on that success, bringing even more flavour and energy to the range.
“88% of those who have tried Captain Morgan x Pepsi MAX are already frequent Pepsi drinkers4, so there’s clearly alignment among fans of both. We know people love the taste of cherry, so pairing Pepsi MAX Cherry with Captain Morgan was an obvious choice – putting a fresh spin on a combination that’s already a hit with drinkers.”
