Less than a month after Brown-Forman and The Coca-Cola Co started their branded RTD partnership, Diageo has teamed up with Vita Coco for a Captain Morgan & coconut water premix.
The white rum-based Vita Coco Spiked with Captain Morgan debuts in the US early next year, according to yesterday’s announcement. The 5% ABV line comprises three cocktail-themed variants: Piña Colada, Strawberry Daiquiri and Lime Mojito.
All three will roll out nationwide in the off-premise with an SRP of US$14.99 per four-pack of 355ml cans.
Diageo cited Nielsen figures for the 12 months to 5 February to support the claim that “rum-based cocktails are growing at 269%” in the US. Piña coladas, daiquiris and mojitos are “growing at a faster rate than the entire spirits-based ready-to-drink category”, the group’s North American division added.
In June, Brown-Forman teamed its flagship Jack Daniel’s brand with Coca-Cola for the global release – starting in Mexico later this year – of a co-branded whiskey & cola RTD.
