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

DIABLO announces partnership with The Devil Wears Prada musical

DIABLO announces partnership with The Devil Wears Prada musical

Diablo, the producer of disobediently good wines, has inked a partnership with new musical The Devil Wears Prada, which makes its UK debut in London this month.

Diablo (which means "devil" in Spanish) will feature on programmes, and competitions will be run to award tickets for the shows, which run until 31 May 2025. Diablo wines will also be poured at Elton John’s Opening Night Gala at the British Museum in London on 1 December, where a bespoke "Diablo" bar will be built.

Keep ReadingShow less
Tilda tin

Tilda unveils limited-edition tin

Tilda has announced the launch of its 2024 limited-edition tin, created in collaboration with Lovo, a non-profit organisation dedicated to empowering and inspiring women and their families.

The tin will be available from November at independent retailers, offered free with a 2kg purchase of Tilda Pure Basmati Rice for a limited time only.

Keep ReadingShow less
ADRIATICO limited edition expression in the Amaretto Collection with Planteray Rum

ADRIATICO limited edition expression in the Amaretto Collection with Planteray Rum

ADRIATICO is once again disrupting the amaretto category by expanding its portfolio, this time in the world of rum. ADRIATICO Amaretto today announces the launch of ADRIATICO Roasted Amaretto Planteray Rum Cask, a new limited edition amaretto made up of only 2,600 bottles, in collaboration with the prestigious rum producer.

This is the fourth limited edition ADRIATICO Amaretto release following the successful Heaven Hill Bourbon Cask, Caroni Rum Cask and Bonollo Grappa Cask expressions. The new limited edition expression ages ADRIATICO Roasted Amaretto for eight months in ex-Planteray Fijian Rum casks, creating an intense amaretto with nuances of classic rum flavours.

Keep ReadingShow less
STG’s festive favourite has a new limited-edition pack

STG’s festive favourite has a new limited-edition pack

Scandinavian Tobacco Group UK is pleased to introduce this year’s limited-edition pack for its ever-popular Henri Wintermans Half Corona brand, which is available to retailers now.

The Henri Wintermans Half Corona is easily the biggest brand in the medium / large segment and is now the UK’s fifth biggest selling cigar in value terms, with annual sales worth £16.3m. This new limited edition "Gentleman" pack adds a personal touch to the brand and celebrates its long heritage and continuing success, designed in a timeless pin stripe suit with the logo and information stitched into the fabric, which reflects both the aspirational nature of the product and the attention to detail that goes into crafting these fine cigars. Despite the changes to the packaging, the cigars inside of course remain the same.

Keep ReadingShow less
Highgrove, Cotswolds Distillery Launch Limited Edition Whisky

Highgrove, Cotswolds Distillery Launch Limited Edition Whisky

Highgrove today (25) announced the launch of its new limited-edition Royal Gardens Single Malt Whisky, made using heritage barley grown on the Highgrove Estate.

This special edition has been created from a unique vatting of Cotswolds Distillery single malt whisky made using heritage Plumage Archer barley grown at the Highgrove Estate and aged in premium active ex-red wine and first fill bourbon casks.

Keep ReadingShow less