Diageo-owned rum brand Captain Morgan has introduced a new Strawberry Daiquiri pre-mix can (5% ABV) to its ready-to-drink (RTD) portfolio. The 250ml cans are rolling out across the wholesale and convenience channels in both PMPs and plain packs.
Tapping into the burgeoning pre-mix RTD category, which has grown 16.7% in value over the last 12 months, the Captain Morgan Strawberry Daiquiri is made with strawberry juice, a squeeze of lime, and rum.
The launch follows shortly after the brand introduced a new pack design across its entire portfolio, which was rolled out globally from March onwards across both the on and off-trade.
Lizzy True, Captain Morgan Marketing Manager at Diageo GB, commented: “We know that shoppers are continuing to look for new, convenient ways to enjoy the liquids they know and love. The ready-to-drink 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.”
