The Coca-Cola Company and Bacardi Limited had on Tuesday announced an agreement to debut BACARDÍ rum and Coca-Cola as a ready-to-drink (RTD) pre-mixed cocktail.
BACARDÍ Mixed with Coca-Cola RTD will be available in several markets around the world, with the initial launch planned for select European markets and Mexico in 2025.
“We are continuing to develop our portfolio as a total beverage company, including in the growing alcohol ready-to-drink market,” said James Quincey, chairman and chief executive of The Coca-Cola Company.
“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.”
Mahesh Madhavan, chief executive of Bacardi Limited, added: “We are excited to bring together two iconic brands so that consumers may enjoy one of the most world’s most popular cocktails – first invented generations ago with BACARDÍ rum and Coca-Cola – in a high-quality, convenient format.”
“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 Mixed with Coca-Cola RTD packaging will feature two of the world’s most recognisable global trademarks. Family-owned Bacardi was first established in 1862 in Cuba before moving to Bermuda, while Coca-Cola debuted in 1886 in Atlanta, US.
This is not the first time the two brands have come together. In 1900, the Cuba Libre cocktail was invented using BACARDÍ rum, Coca-Cola and lime at the American Bar in Havana. The combination of the most-awarded rum and the world’s most popular soft drink remains among the top bar calls globally.
The companies said the cans will include clear responsibility symbols and the product will adhere to responsible marketing practices.
The global benchmark for alcohol beverage volume (ABV) is 5% but will vary depending on the market.
