Captain Morgan spices up RTD space with Pepsi MAX partnership

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).

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.