In a landmark collaboration, Coca-Cola Australia has joined forces with Bacardi to launch a premixed rum beverage line, signifying the first time the soda behemoth has ventured into the alcoholic ready-to-drink (RTD) market in the region.
The new rum mix range will introduce two flavors, Original and Spiced, to tantalize the taste buds of consumers. The beverages will be packaged in 330ml cans with an alcohol by volume (ABV) content of 4.8 per cent. These canned beverages are slated to hit the shelves at selected licensed locations nationwide within the month.
Matthias Blume, Coca-Cola Australia’s VP of RTD, expressed exhilaration over the groundbreaking venture. He noted that the association with Bacardi, a brand renowned for superior taste and creating enjoyable experiences, enables them to delight consumers in an entirely novel manner.
“This marks a significant milestone not just for the brand, but also for Australians who have long cherished Coca-Cola as their go-to mixer,” Blume added.
Historically, Bacardi made a significant acquisition in 1998 when it purchased John Dewar & Sons and Bombay Sapphire from Diageo for $2 billion. Now, in their new collaboration with Coca-Cola, the two brands are poised to create similar impact in the retail industry.
In related news, Coca-Cola recently unveiled AI-powered vending machines in New Zealand.
What is the significance of the new rum mix range by Coca-Cola and Bacardi?
The launch marks the first time Coca-Cola has ventured into the alcoholic ready-to-drink market in Australia, making it a significant milestone for the company.
What flavors are being introduced in the new rum mix range?
The new range includes two flavors: Original and Spiced.
What was Bacardi’s major acquisition in 1998?
In 1998, Bacardi acquired John Dewar & Sons and Bombay Sapphire from Diageo in a deal valued at $2 billion.
