Diageo has expanded its Captain Morgan ready-to-drink (RTD) range with the launch of a Strawberry Daiquiri variety.
The new flavour (ABV 5%) is available now in 250ml cans. Retailers can choose between a £2.39 price-marked pack (PMP), or a plain pack with an RRP of £2.59.
The premixed RTD is made using crushed strawberry juice with a squeeze of lime mixed with Captain Morgan rum.
Its launch comes as the RTD category has grown in value by 16.7% in the past 12 months. It also follows on from Captain Morgan’s recent new pack design.
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Lizzy True, Captain Morgan marketing manager at Diageo GB, said: “We know shoppers are continuing to look for new, convenient ways to enjoy the liquids they know and love. The RTD category provides a fantastic opportunity for iconic brands, such as Captain Morgan, to replicate serves that are popular in the on-trade, and package them into convenient formats so the delicious drinks can be enjoyed during a range of occasions.
“This latest innovation leans into shoppers’ desire for convenience, as well as the booming popularity of cocktails, with two in five consumers in the on-trade now choosing to drink cocktails at least once a week. Captain Morgan provides consumers with high-quality, exciting drinks options to suit a variety of occasions, especially as we head into the summer months.”
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