Dive Brief:
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Coca-Cola and Bacardi plan to launch a ready-to-drink cocktail that includes their namesake brands, the companies said in a statement on Tuesday.
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The Bacardi Mixed with Coca-Cola RTD cocktail will be available in several markets around the world, with the initial launch planned for Mexico and select European markets in 2025.
- Coca-Cola has entered into partnerships with other alcohol companies including Molson Coors, Pernod Ricard, Constellation Brands and Brown-Forman to increase its presence in the adult beverage category.
Dive Insight:
While Coca-Cola is best known for its signature soda, it has aggressively expanded into new categories to transform itself into a “total beverage company.” A major part of that growth strategy has centered on alcohol, oftentimes through collaborations involving brands in its portfolio like Topo Chico, Simply, Sprite and Fresca.
The latest product with Bacardi follows a similar strategy Coca-Cola used in its partnership with Brown-Forman’s Jack Daniels in 2022. For years, the cola and the spirit have been paired to create the famous drink, Jack and Coke.
The two companies took advantage of that to create a ready-to-drink version of the cocktail.
The collaboration increased the opportunities when consumers could enjoy both brands. It also tapped into the surging interest in cocktails and ready-to-drink beverages. And with the drink and brands already popular, there was less inherent risk for each company to introduce the product.
Mahesh Madhavan, CEO of Bacardi, said Bacari Mixed with Coca-Cola RTD will allow consumers to “enjoy one of the most world’s most popular cocktails — first invented generations ago with BACARDÍ rum and Coca-Cola — in a high-quality, convenient format.”
This is not the first time the two brands have come together, the companies noted. In 1900, the Cuba Libre cocktail was invented using Bacardi rum, Coca-Cola and lime at the American Bar in Havana.
The new item comes as demand for canned cocktails soars. Pre-mixed cocktails, including spirits-based RTDs, rose 26.8% to $2.8 billion in 2023, according to the Distilled Spirits Council of the U.S.’ annual economic report. It was the fastest-growing spirits category.
With further growth expected, Bacari Mixed with Coca-Cola RTD will allow the companies to grab a piece of that market while using their popular brand names to stand out in an increasingly crowded space.
