Bacardi makes mojitos easy

Bacardi Brown-Forman Brands has introduced its own ready-mixed mojito for the UK off-trade: the Bacardi Mojito Classic.

Available in multiple grocers and convenience stores, the launch aims to tap into the current trend towards at-home consumption and the increasing popularity of the mojito cocktail.

In addition to the £15 million already invested by the rum brand’s parent company in promoting the Bacardi Mojito this summer, a further £500,000 has been set aside to support the new product launch. This will be used to fund a media campaign as well as in-store price promotions.

Commenting on the motivation behind this new product, Nik Krys, marketing manager at Bacardi Brown-Forman Brands explained: “A mojito can be an intimidating cocktail to make at home and recreating the perfect balance of flavours can be difficult.

"The Bacardi Mojito Classic will make it easy for consumers to impress their friends at home with all of the theatre of making a mojito and the guarantee of delivering a consistently well mixed, deliciously refreshing and perfectly served Bacardi Mojito, every time.”

A neck tag on the bottle recommends the perfect serve as consisting of 125ml of Bacardi Mojito Classic, poured over muddled fresh lime and mint, then served with ice and mint.

With an ABV of 14.9%, this serving suggestion means each cocktail will contain 1.8 units of alcohol. The 75cl bottles have an RRP of £13.99.

Gabriel Savage, 22.07.09