‘Two Iconic Brands’ Unite as Bacardi and Coca-Cola Unveil Rum and Coke Canned Cocktail
Bacardi joins forces with Coca-Cola for the launch of a ready-to-drink rum and coke. (Images: Bacardí)
On Tuesday, Bacardí and Coca-Cola announced the release of rum and coke ready-to-drink canned cocktails. The RTDs will launch in multiple markets, with an expansion to Europe and Mexico in 2025. The cans host an ABV of 5%.
“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.”
Bacardí shared that the rum brand and Coca-Cola have a storied history that dates back at least a century. The Cuba Libre cocktail was invented in 1900 at the American Bar in Havana with Bacardí Rum, Coca-Cola and lime. To this day, Bacardí claims that rum and coke is considered the second most popular drink ordered at a bar in the world.
This release marked the brand’s latest offering within the incredibly popular ready-to-drink market. Grand View Market Research reported that ready-to-drink beverages generated $853.2 million in 2022, and the market is expected to have an annual growth rate of 14% from 2023 to 2030. It seems like more brands than ever want to gain a foothold in what appears to be an incredibly lucrative market.
On Monday, Jack Daniel’s unveiled a new Jack and Coke, with Coca-Cola Cherry, thus making Bacardi the second heavy-hitting spirits brand to announce a collaborative RTD with the soft drink icon in one week. As for Coca-Cola’s venture with Bacardi, it appears to be a logical next step for the rum and soda brands looking to gain a greater foothold within the RTD space.
“We are continuing to develop our portfolio as a total beverage company, including the growing alcohol ready-to-drink market,” Chairman and CEO of The Coca-Cola Company James Quincey said in a statement. “This new relationship with Bacardi Limited supports our strategic expansion, and we look forward to the introduction of Bacardí mixed with Coca-Cola next year.”
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