Skip to content
Search
AI Powered
Latest Stories

Captain Morgan spices up RTD space with Pepsi MAX partnership

Captain Morgan spices up RTD space with Pepsi MAX partnership
Captain Morgan RTD

Captain Morgan has today (25) announced a new partnership with Pepsi MAX to launch Captain Morgan Original Spiced Gold mixed with Pepsi MAX, a new ready-to-drink (RTD) alcoholic beverage.

The partnership brings the two iconic global drinks brands together for the first time to inject some spice into this fast-growing segment to deliver great-tasting drinks that connect with consumers over the legal purchasing age.


Available exclusively in Great Britain from today (25), the new RTD beverage perfectly balances the deliciously smooth flavours of Captain Morgan Original spiced gold rum-based spirit with the bold flavour of Pepsi MAX to deliver one epic taste.

The announcement follows the news that the RTD category in GB is the fastest-growing segment within the total beverage alcohol market, with +25 per cent growth. The launch of Captain Morgan Original Spiced Gold with Pepsi MAX addresses growing consumer demand for RTDs of their favourite well-known brands (Diageo research shows that 81 per cent of consumers agree they are more likely to purchase an RTD mixed with a branded mixer) by bringing together GB’s No.1 rum brand (Captain Morgan) and most popular zero sugar cola (Pepsi MAX).

hl 49212544288

The new Captain Morgan x Pepsi MAX premix cans have an ABV of 5 per cent, and will be available in various formats including a 330ml can, a 250ml slimline can and a multipack of 6 x 250ml cans. Initially launching in Tesco, Sainsbury’s, Morrisons, Asda, convenience stores and wholesalers from 25th September, the 330ml cans have an RRP of £2.59.

Commenting on the launch, Nuno Teles, Managing Director GB, at Diageo said: “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.”

Whether at a house party, festival or attending an event, the new RTD cans are a hassle-free way to enjoy a perfectly measured drink that brings the iconic spice of Captain Morgan together with the great taste of Pepsi MAX.

To support availability of the new Captain Morgan x Pepsi MAX RTD, there will be a through-the-line marketing campaign designed to drive excitement and raise awareness of the new drink. Media includes Out of Home (OOH), Broadcast Video on Demand (BVOD), digital video and paid social media support, as well as a disruptive sampling programme and cultural activations.

More for you

World of Sweets unveils new popping candy range from Warheads

World of Sweets unveils new popping candy range from Warheads

Confectionery distributor World of Sweets has revealed the latest novelty product from America’s leading sour candy brand Warheads.

The new offering is part of their plans to bring more of America’s much-loved sour flavours to UK customers.

Keep ReadingShow less
Pernod Ricard UK ignites festive spirit with marketing push

Pernod Ricard UK ignites festive spirit with marketing push

As December rapidly approaches, Pernod Ricard UK is ramping up its festive marketing efforts, anticipating a resurgence in consumer confidence after a challenging year. The UK’s second-largest wine and spirits supplier is set to inspire consumers to choose Premium+ Spirits as the perfect gift or the ultimate addition to any home celebration. Throughout 2024, Premium+ Spirits have consistently outperformed Standard offerings, making this higher end of the sector a vital margin driver.

“Since last Christmas, consumer confidence has been on the rise and the outlook for the final month of 2024 is positive," said Chris Shead, Off-Trade Channel Director for Pernod Ricard UK. "Gifting and hosting remain two key trends and retailers should focus on increasing space in-store for Premium Spirits that act as the perfect gift or cocktail ingredient when wanting to show off in front of friends and family. Where possible, we encourage retailers to prioritise categories that have been capturing the hearts of consumers and this year, our big winners have been Altos Tequila, Kahlúa and Bumbu Rum, and we expect our Champagnes, G.H. Mumm and Perrier-Jouët, to be the toast of choice for festive parties this year.”

Keep ReadingShow less
Carlsberg Christmas jumpers

Carlsberg unveils limited edition Christmas jumpers in unique ‘knit reveal’ campaign

Carlsberg have revealed their new, limited edition Christmas jumpers – in a Home knit and Away knit.

This social-first campaign puts a twist on the traditional football kit launch with a world-first ‘knit launch’ as the country gears up for Christmas. These special jumpers feature the iconic Carlsberg logo and hop leaf as the ‘club badge’ for a fabulous celebration of the brand’s strong links to football, as well as of all things festive.

Keep ReadingShow less
Boost Energy Drinks Can

Boost Drinks unveils 500ml cans in Energy range

Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.

Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13 per cent YoY growth, offering even bigger profits for retailers.

Keep ReadingShow less
Troye Sivan

Smirnoff announces new global partnership with Troye Sivan

Smirnoff brings in Troye Sivan as ‘Chief Vibes Officer’ in new global campaign

Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.

One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.

Keep ReadingShow less