Dive Brief:
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Coca-Cola and Bacardi are teaming up to launch a ready-to-drink cocktail featuring their iconic brands, as announced in a statement released on Tuesday.
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The Bacardi Mixed with Coca-Cola RTD cocktail will initially be available in Mexico and select European markets in 2025, with plans for further global expansion.
- Coca-Cola has been actively pursuing partnerships with alcohol companies like Molson Coors, Pernod Ricard, Constellation Brands, and Brown-Forman to broaden its presence in the adult beverage sector.
Dive Insight:
While Coca-Cola is primarily known for its soft drinks, the company has been diversifying its product offerings to become a “total beverage company.” This expansion into the alcohol category has included collaborations with brands such as Topo Chico, Simply, Sprite, and Fresca.
The partnership with Bacardi follows a similar strategy to the successful collaboration with Brown-Forman’s Jack Daniels in 2022, leveraging the popularity of the classic Jack and Coke cocktail.
The introduction of the Bacardi Mixed with Coca-Cola RTD cocktail taps into the growing trend of canned cocktails and ready-to-drink beverages, offering consumers a convenient and high-quality option to enjoy a classic cocktail.
Bacardi CEO Mahesh Madhavan highlighted the rich history of the Bacardi rum and Coca-Cola partnership, dating back to the creation of the Cuba Libre cocktail in 1900.
With the demand for pre-mixed cocktails on the rise, the collaboration between Bacardi and Coca-Cola is poised to capitalize on this trend and establish a strong presence in the competitive market.
The launch of Bacardi Mixed with Coca-Cola RTD demonstrates the companies’ commitment to innovation and meeting consumer preferences in the evolving beverage landscape.