The Coca-Cola Company and Bacardi Limited announced a partnership to launch a ready-to-drink (RTD) cocktail. Which will be featuring BACARDÍ rum and Coca-Cola in select European markets and Mexico starting in 2025. This move brings together two iconic brands in a convenient, pre-mixed format of the classic Cuba Libre cocktail.
Coca-Cola, a global beverage leader teams up with Bacardi. Bacardi is one of the largest own-label spirits company. Coca-cola is teaming up to create the BACARDÍ Mixed with Coca-Cola RTD cocktail. Combining the world-famous BACARDÍ rum and Coca-Cola, the product offers a high-quality, ready-to-drink cocktail that meets consumer demand for convenience.
The cocktail will debut in select European countries and Mexico before expanding further. Coca-Cola sees this as an opportunity to tap into the growing alcohol RTD market, while Bacardi looks to broaden its reach.
James Quincey, CEO of Coca-Cola, said, “This partnership is part of our strategy to grow in the alcohol RTD market.” Bacardi CEO Mahesh Madhavan added, “We’re excited to offer consumers a convenient and high-quality BACARDÍ rum and Coca-Cola experience.”
Packaging will feature both brands’ logos and include symbols for responsible drinking. The cocktail will have an ABV of 5%, with slight variations by market. The product builds on the legacy of the Cuba Libre, which was first mixed with BACARDÍ rum and Coca-Cola in 1900.
As the RTD market grows, driven by convenience and premium-quality drinks, this collaboration allows Coca-Cola to diversify its portfolio beyond non-alcoholic beverages. With BACARDÍ Mixed with Coca-Cola, both companies are well-positioned to capture a substantial share of the expanding RTD market.
This high-profile collaboration could influence other beverage companies to explore similar partnerships, aiming to capitalize on the booming ready-to-drink cocktail trend.