Captain Morgan Strawberry Daiquiri RTD

Captain Morgan has introduced a strawberry daiquiri pre-mix can (5% ABV) to its ready-to-drink (RTD) portfolio.

The pre-mix is made using crushed strawberry juice with a squeeze of lime mixed with Captain Morgan rum. Available in both £2.39 PMPs and plain packs (rrp £2.59), the cans tap into the burgeoning pre-mix RTD category, which has grown 16.7% in value over the last 12 months (Nielsen).

The launch of Captain Morgan Strawberry Daiquiri follows shortly after the brand introduced a new pack design across its entire portfolio, which was rolled out globally from March onwards across both the on and off-trade. Its bright red pack guarantees stand out shelf appeal, featuring nods to the pre-mix flavour profile.

Lizzy True, Captain Morgan Marketing Manager, Diageo GB said: “We know that shoppers are continuing to look for new, convenient ways to enjoy the liquids they know and love. The ready-to-drink category provides a fantastic opportunity for iconic brands, such as Captain Morgan, to replicate serves that are popular in the on-trade, and package them into convenient formats so the delicious drinks can be enjoyed during a range of occasions.

“This latest innovation leans into shoppers’ desire for convenience, as well as the booming popularity of cocktails, with two in five consumers in the on-trade now choosing to drink cocktails at least once a week [CGA].”