Captain Morgan and Pepsi Max are turning up the flavour this September with the launch of Captain Morgan x Pepsi Max Cherry.
The move builds on a partnership that’s already secured the number two spot in cola ready-to-drink (RTD) serves in Great Britain, according to data from researchers Nielsen.
The new launch brings together Captain Morgan Original Spiced Gold and Pepsi Max Cherry in a 5% ABV can. Tapping into the growing popularity of cherry, it delivers a bold new twist on the classic rum and cola serve.
Available in both 330ml and 250ml single cans, the new RTD gives retailers a “compelling new proposition for the fixture,” helping retailers meet consumer demand for cherry flavours while leveraging the strength of two iconic brands.
Real impact
Cristhel Molina, head of rums at Diageo, said: “The momentum behind Captain Morgan x Pepsi Max has been brilliant to see, with the partnership already making a real impact in the cola RTD segment. Captain Morgan x Pepsi Max Cherry is a great way to build on that success, bringing even more flavour and energy to the range.
“We know people love the taste of cherry, so pairing Pepsi Max Cherry with Captain Morgan was an obvious choice – putting a fresh spin on a combination that’s already a hit with drinkers.”
The launch will be backed by a significant multichannel marketing campaign spanning media, creator partnerships, PR and in-store activation across grocery and convenience.
Captain Morgan x Pepsi MAX Cherry will be available in 330ml cans (£1.99 RRP) and 250ml pricemarked packs (£2.25 RRP).
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