As the canned cocktail market takes off, iconic global brands Coca-Cola and Bacardi are teaming up to create a canned drink for rum and coke lovers.
On Tuesday, the two brands announced plans to launch a collaborative beverage, rum and coke in a can, in multiple international markets including Mexico and some European markets in 2025. According to Coca-Cola spokesman Scott Leith, the canned beverage could launch in the U.S. next year as well.
Breaking: @CocaColaCo and @BacardiLimited to launch a rum and Coke canned cocktail in Europe and Mexico that would pretty much be a dereliction of duty not to have happened. Being evaluated for the U.S. market as well, we're told. pic.twitter.com/EW713Xv47x
— Beverage Digest (@BeverageDigest) September 17, 2024
"We are excited to bring together two iconic brands so that consumers may enjoy one of the world's most popular cocktails — first invented generations ago with Bacardí rum and Coca-Cola — in a high-quality, convenient format," Bacardí Limited CEO Manesh Madhavan said in a news release. "Through this relationship, we will expand our reach and accessibility so that even more consumers of legal drinking age can enjoy this classic Bacardí rum and Coca-Cola cocktail."
This announcement comes as the market for pre-mixed, canned cocktails continues to gain incredible momentum. In fact, they were the fastest growing spirit category in the U.S. in 2023. According to the Distilled Spirits Council of the U.S.' annual economic report, the premixed cocktails category 26.7% to $2.8 billion in revenue in 2023 alone.
Bacardi, who have long said that rum and coke is the second most popular drink in the world, have also pointed to the extensive history of rum and coke to promote their new canned drink. The Cuba Libre cocktail, consisting of rum, coke and lime, was invented over a century ago.
"The words Cuba Libre – meaning Free Cuba – had a special political significance, and were frequently used by Cubans and Americans alike." says Bacardi Limited's website. "It seemed quite natural that the American soldiers selected and applied this popular slogan to this drink, which they considered indigenous to Cuba, consisting of BACARDI Rum and Coca-Cola. The name caught on quickly, and remains popular to this day."
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