Bacardi and Coca-Cola Partner to Launch Canned Rum & Cola Cocktail
Bacardi and The Coca-Cola Company have joined forces to introduce a ready-to-drink (RTD) canned cocktail that blends the iconic Bacardi Superior Rum with Coca-Cola Classic. The collaboration marks a strategic push into the RTD alcohol category, which continues to experience strong global demand.
The new beverage, simply branded as Bacardí & Cola, will roll out in select markets beginning this month, with plans for wider distribution throughout 2024. Initially launching in the UK, the product is packaged in 330ml cans, offered at a 5% ABV to align with mainstream RTD preferences.
This partnership represents a formalization of one of the world’s most popular mixed drinks, meeting consumer demand for convenience without compromising on brand heritage or flavor. According to Bacardi, the rum and cola cocktail has been a favorite among consumers for decades—making the decision to can the combination a natural next step.
For Coca-Cola, the move deepens its involvement in the alcoholic beverage segment following previous tie-ups with brands like Jack Daniel’s and its Topo Chico Hard Seltzer line. With the global RTD cocktail market expected to grow at a compound annual growth rate (CAGR) of over 12% through 2030, both companies are positioning themselves to capture greater share in a rapidly expanding category.
Importantly, both brands emphasize responsible marketing and consumption. The cans will feature clear alcohol content labeling, and sales will remain restricted to legally aged consumers. Additionally, Bacardi and Coca-Cola are leveraging their global distribution networks to maximize reach, appealing to both loyal customers and new drinkers seeking premium RTD options.
By tapping into nostalgia with a modern, on-the-go format, the Bacardí & Cola launch could signal a broader trend of spirit-and-mixer RTDs becoming staples in the impulse purchase and convenience channel lineup. FMCG professionals should take note as legacy brands continue to innovate at the intersection of convenience, quality, and brand equity.