- In September 2024, The Coca-Cola Company and Bacardi Limited announced a strategic partnership to launch a ready-to-drink (RTD) cocktail combining BACARDÍ rum and Coca-Cola. This collaboration marks Coca-Cola's continued expansion into the alcoholic beverage sector, aiming to offer consumers a convenient, high-quality pre-mixed cocktail. The initial launch is planned for select European markets and Mexico in 2025, with a benchmark alcohol by volume (ABV) of 5%, varying by market. This move is expected to enhance Coca-Cola's portfolio, tapping into the growing demand for RTD beverages and reinforcing Bacardi's presence in the global spirit’s market
- In September 2024, Diageo and PepsiCo announced a strategic partnership to launch a ready-to-drink (RTD) cocktail combining Captain Morgan Original Spiced Gold rum with Pepsi Max. This collaboration marks PepsiCo's entry into the alcoholic beverage market in Great Britain. The 5% ABV product is available in 330ml and 250ml cans at major U.K. retailers, including Tesco, Sainsbury's, Morrisons, and Asda, with a recommended retail price of GBP 2.59 (USD 3.46) for the 330ml format. This launch is expected to expand the RTD category by offering a premium, convenient option that aligns with evolving consumer preferences for quality and convenience in alcoholic beverages
