Diageo-owned rum brand Captain Morgan has announced a partnership with Pepsi MAX to launch a new ready-to-drink (RTD) alcoholic beverage.
Captain Morgan Original Spiced Gold mixed with Pepsi MAX will be available exclusively in Britain from today.
The premixed cans have an ABV of 5% and will be available in various formats, including a 330ml, a 250ml slimline, and a multipack of 6 x 250ml. Initially launching in Tesco, Sainsbury’s, Morrisons, Asda, convenience stores, and wholesalers, the 330ml cans have an RRP of £2.59.
The launch will be supported by a through-the-line marketing campaign. Media includes Out of Home (OOH), Broadcast Video on Demand (BVOD), digital video and paid social media support, as well as a sampling programme and cultural activations.
The RTD category is currently the fastest-growing segment within the total beverage alcohol market, with 25% growth. The launch of Captain Morgan Original Spiced Gold with Pepsi MAX aims to address growing consumer demand for RTDs based on well-known brands. Diageo pointed to research showing that 81% of consumers agree they are more likely to purchase an RTD that uses a branded mixer.
Nuno Teles, Managing Director GB at Diageo, commented: “With a shared emphasis on fun, our partnership with Pepsi MAX brings together two iconic brands to create one epic taste that will inject excitement into the RTD category. Both brands bring their own distinctive flavour profile to the mix, creating the ultimate combination that’s been expertly blended to deliver a great taste experience.”
Natalia Filippociants, General Manager Beverages at PepsiCo GB, added: “PepsiCo is always looking for new opportunities to meet the changing tastes and demands of consumers by bringing new, innovative products to market. Our partnership with Diageo brings together two drinks powerhouses who share a passion for innovation. Together, we’re mixing up the ready-to-drink category by creating a premium, iconic blend of flavours fans know and love with Captain Morgan Original Spiced Gold and Pepsi MAX – the first alcoholic beverage to feature our flagship Pepsi brand.”
