Captain Morgan and Pepsi Max have teamed up to launch a new RTD alcoholic beverage.
Captain Morgan Original Spiced Gold mixed with Pepsi Max brings together the two “iconic” global drink brands for the first time, injecting some spice into the RTD segment, which is growing at 25% in GB according to NielsenIQ.
The new beverage has been designed to meet the increasing consumer demand for RTDs from their “favourite well-known brands”.
Diageo research found that 81% of consumers agree they are more likely to purchase an RTD mixed with a branded mixer.
With an ABV of 5%, it will be available in various formats including a 330ml can (RRP £2.59), a 250ml slimline can and a multipack of 6 x 250ml cans
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 commented on the partnership: “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.”
The launch will be supported by a marketing campaign, out-of-home media, broadcast video on demand, digital video and paid social media support, as well as a disruptive sampling program and cultural activations.
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