Coca-Cola and Bacardi are teaming up to launch a pre-mixed canned version of the classic rum and coke cocktail. This marks a major move by both brands into the rapidly growing ready-to-drink (RTD) alcoholic beverage market. The new product, BACARDÍ Mixed with Coca-Cola, is set to debut in select European countries and Mexico in 2025, with plans to expand globally thereafter.
Why This Collaboration?
This collaboration capitalizes on the long-standing popularity of rum and coke, which has been a staple cocktail since the early 20th century. The “Cuba Libre,” made with Bacardi rum, Coca-Cola, and lime, is one of the world’s most beloved cocktails. Both brands are household names—Bacardi being a leading global rum producer since 1862, and Coca-Cola dominating the soft drink market since 1886. Their partnership aims to provide consumers with a high-quality, convenient version of this iconic drink(
Product Details
- Alcohol Content: The canned cocktail will feature an alcohol by volume (ABV) of around 5%, although this might vary based on the market.
- Target Markets: The initial release is planned for Europe and Mexico, with expansion into other international markets.
- Packaging: Cans will carry prominent branding from both Coca-Cola and Bacardi, featuring clear symbols to ensure responsible marketing, reminding consumers of legal drinking age(markets.businessinsider.com)(Bacardi Limited).
Strategic Significance
Coca-Cola’s foray into alcoholic beverages isn’t entirely new. The company has been slowly expanding its presence in the RTD alcohol market, particularly through partnerships with companies like Molson Coors for products like Topo Chico Hard Seltzer. The partnership with Bacardi solidifies Coca-Cola’s ambition to diversify its portfolio beyond non-alcoholic drinks(
For Bacardi, this collaboration offers an opportunity to capitalize on the increasing demand for convenience in the alcoholic beverage sector. As the RTD market continues to grow, with consumers looking for easy, bar-quality drinks at home, this ready-made rum and coke positions the company for further growth(
Conclusion
The upcoming release of BACARDÍ Mixed with Coca-Cola reflects broader trends in the beverage industry, where innovation and convenience are driving growth. By leveraging their iconic status and focusing on the booming RTD sector, Coca-Cola and Bacardi are set to offer consumers a premium take on a classic cocktail, available anytime, anywhere.