Bacardi launches pre-mixed cocktails

Bacardi has signalled its commitment to the RTD sector with the launch of two new pre-mixed cocktails in the UK on-trade under the name Bacardi Originals.

The Bacardi Mojito and Bacardi Cuba Libre will be available from early February and are targeted at bars which may not necessarily serve cocktails in order to give them drinks to offer cocktail-hunting consumers

The Mojito, at 5.4% abv, is made with Bacardi Superior rum with mint, lime and soda.

The Cuba Libre, at 5% abv, is made with Bacardi Gold rum with lime and cola.

Available in a 275ml bottle, they are designed for younger males, from the ages of 18-24, as an alternative to beer.

The launch comes in response to a significant increase in cocktail culture in the UK over the past few years.

The Mojito, in particular, has been in huge growth and, as well as driving the rum category, is now the most frequently drunk authentic cocktail amongst 18-29 year-old spirit drinkers, with awareness now at over 85%, according to Bacardi.

Recent qualitative research from Bacardi has shown that the old rules of gender stereotyping within with the 18-24 age bracket have blurred and this has affected drink choices for both men and women, with the company’s data suggesting both men and women are comfortable ordering cocktails such as a Mojito.

Nik Krys, marketing manager at Bacardi, said: “We are confident that these drinks and the premium packaging will appeal to guys in their early twenties.

"Bacardi rum was used in the very first Mojito and Cuba Libre, so these are authentic serves. Bacardi Originals liberate cocktails so cocktail lovers can get credible drinks in every bar. They will help publicans and bartenders to drive sales and profits with a wider choice of great serves”.

The launch is being supported by a multi-million-pound marketing campaign which includes print press, outdoor advertising and extensive digital activity. It aims to encourage 18-24 year-olds back into the on-trade.

Bacardi also said that it is still committed to its Bacardi Breezer RTD brand, with an announcement on the future of the product due in the near future.

Click here to watch an interview with Liam Newton, marketing manager at Bacardi Brown-Forman, in which he discusses the company’s approach to the RTD sector.

Alan Lodge, 26.01.2011