• Product: Bacardi & Coca-Cola RTD
• Supplier: CCEP
• RRP:  £2.30 (250ml)
• ABV: 5%
• Available from: Now

Coca-Cola and Bacardi have joined forces to bring one of the ‘Bacardi & Coca-Cola’ cocktail into the ready-to-drink (RTD) category for the first time in the UK.  

The collaboration between the brands dates back to 1900, with the introduction of the iconic Cuba Libre cocktail at the American Bar in Havana. The launch builds on growing demand in the RTD space, which is now worth £631m in Britain, and is the fastest-growing alcohol category globally over the past five years.

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Available in 250ml cans with an RRP of £2.30, the launch of Bacardi & Coca-Cola RTD will be supported by a marketing strategy across multiple channels, with a range of PoS materials including chiller dump bins, gondola ends and digital shelf strips, available to convenience retailers via My.CCEP.com. There will also be a summer marketing campaign across social media, checkout promotions, out-of-home advertising and sampling at music festivals and sporting events.

Elaine Maher, associate director, Alcohol Ready-to-Drink at Coca-Cola Europacific Partners (CCEP) GB, said: “Bacardi & Coca-Cola builds on the natural synergy between two globally iconic brands – Cola-Cola is the world’s most popular Cola, while Bacardi 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.

“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.”

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