The Coca-Cola Company and Bacardi Limited have declared their partnership to introduce a ready-to-drink (RTD) pre-mixed drink that combines Coca-Cola and BACARDÍ rum.
In 2025, Bacardi Mixed with Coca-Cola will make its market debut in Mexico and a few markets in the European Union
The companies disclosed that, while the precise abv varies by market, the worldwide standard for the drink’s alcohol by volume (abv) is 5%. The launch’s promotional packaging lists an abv of 5.9%.
Coca-Cola is making a calculated strategic move with this partnership to increase its market share in the expanding RTD alcohol market.
As a full beverage company, we are still expanding our offerings, and this includes the expanding RTD market for alcoholic beverages. James Quincey, chairman and CEO of Coca-Cola Co., stated in a statement that “our strategic expansion is supported by this new relationship with Bacardi Limited.”
Mahesh Madhavan, CEO of Bacardi, expressed excitement about the partnership as well, emphasizing how this RTD format will make the traditional rum and Coca-Cola cocktail more accessible to customers who are of legal drinking age.
The packaging for the Bacardi Mixed with Coca-Cola RTD will prominently feature the well-known Bacardi and Coca-Cola trademarks.
The drink will only be marketed to people who are of legal drinking age thanks to the inclusion of responsibility symbols on the cans.
This new endeavor comes after Coca-Cola’s past partnerships with other well-known alcohol companies, such as Pernod Ricard for an Absolut & Sprite cocktail and Brown-Forman for a Jack Daniel’s and Coca-Cola RTD.
Coca-Cola collaborated with Molson Coors to release a Topo Chico Hard Seltzer prior to its launch with Brown-Forman. The company had also experimented with alcoholic soft drinks, such as a hard lemonade in Japan.
The global RTD market is anticipated to grow at a compound annual growth rate of 6.06 percent, reaching US$1,227.81 billion by 2032, according to Fortune Business Insights.
