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Diageo partners with Vita Coco on Captain Morgan RTD canned cocktails
Major soft drinks brands are starting to dip their toe into the beverage alcohol sector. And now drinks giant Diageo has teamed up with coconut water player The Vita Coco Company on a line of Vita Coco Captain Morgan canned cocktails with an intriguing portfolio of flavours.
Yes, with the RTD market practically glowing with a coruscating heat at the moment, Diageo is making provisions to expand its options in the sector. Next up? A line of canned cocktails in collaboration with coconut water-maker Vita Coco.
Through its Captain Morgan rum brand, Diageo is launching three canned cocktail flavours with Vita Coco; Strawberry Daiquiri, Piña Colada, and a Lime Mojito.
The cocktails are presented in a 12-ounce can, with each clocking in at 5% ABV, with Captain Morgan Caribbean white rum as the base spirit.
“Cocktail drinkers are looking for convenient ways to enjoy high quality classic tropical drinks, especially rum-based ones,” commented Debra Crew, President, Diageo North America. “As we continue expanding our ready-to-drink portfolio, we consider ways to elevate the category, and it just made sense to marry together two premium brands that are loved by consumers around the world.”
In the US, rum-based cocktails are experiencing surging growth at 269% according to Nielsen data, driven by piña coladas, daiquiris, and mojitos.
“Consumers in tropical regions have been enjoying coconut water as a great-tasting, high quality mixer in their cocktails for generations,” said Mike Kirban, Executive Chairman and Co-Founder, The Vita Coco Company. “Now that coconut water is becoming a household staple across the United States, we wanted to make creating a delicious cocktail a few steps easier. We’re so excited to partner with Diageo to offer some great, ready-to-drink options featuring the best of both worlds: Vita Coco and Captain Morgan.”
Vita Coco Spiked with Captain Morgan cocktails will be sold with a SRP of US$14.99 in stores across the United States at the beginning of 2023.