PepsiCo has signed the first alcohol-related agreement for its namesake Pepsi Max CSD, with Diageo becoming the latest multinational brand owner to opt for a co-branded premix extension.
In the same month that Bacardi teamed up with The Coca-Cola Co, Diageo’s Captain Morgan rum has paired with Pepsi Max in the UK. Captain Morgan Original Spiced Gold mixed with Pepsi Max has gone on sale in the country’s off-premise channel this week. At 5% ABV, the RTD is available in 33cl and 25cl single cans and six-packs (25cl). The SRP of the 33cl version has been set at GBP2.59 (US$3.50).
Marketing, including out-of-home, digital video and paid social media, will back the UK launch.
“PepsiCo is always looking for new opportunities to meet the changing tastes and demands of consumers by bringing new, innovative products to market,” said PepsiCo UK’s beverages GM, Natalia Filippociants. “Our partnership with Diageo brings together two drinks powerhouses who share the same passion for innovation.”
Diageo cited in-house research from April showing that 81% of consumers are more likely to purchase an RTD that includes a branded mixer. The findings also suggest future success for spirits peers such as Brown-Forman with Jack Daniel’s & Coke, Pernod Ricard with Absolut & Sprite and Bacardi with the forementioned Bacardi Mixed with Coca-Cola.
