Diageo has launched a new ready-to-drink (RTD) beverage from Captain Morgan in partnership with Pepsi Max.
The collaboration is available exclusively in Great Britain, and comes as the RTD segment is still the fastest-growing within the total alcoholic beverage market, growing by 25%.
It is available in 300ml cans (RRP £2.59), 250ml slimline cans (£2.39 plain and £2.19 PMP) and 6x250ml slimline multipacks (£10).
According to the supplier, 81% of consumers agree they are more likely to purchase an RTD mixed with a branded mixer. Captain Morgan is currently Britain’s number one rum brand, while Pepsi Max is the top-selling zero-sugar cola, according to Nielsen figures.
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Diageo is following in the footsteps of recent launches from Absolut and Sprite and Jack Daniel’s and Coca-Cola.
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.”
The launch will be supported with out-of-home, broadcast-video-on-demand, digital video, paid social media and a sampling campaign.
