Bacardi and Coca-Cola launch joint retail pack

Coca-Cola and Bacardi have linked up to create a joint-branded pack for sale through retailers. The pack contains a 35cl bottle of Bacardi and four bottles of Coca-Cola and should sell for about £8.99. The move marks the first time Coke has linked up with an alcohol brand in the UK.

Norman Brodie, marketing director of Coca-Cola Enterprises, the soft drink giant’s UK bottling and distribution arm, says consumers often ask for a Bacardi and Coke in pubs, bars and restaurants, so the co-branded pack is a logical step.

Bacardi-Martini director of sales for trade marketing Bruce Ray adds that 90 per cent of rum sold in pubs and bars in this country is mixed with a cola – as depicted in the latest Bacardi ad, featuring Vinnie Jones, in which he is seen pouring a Bacardi and Coke.

A Bacardi-Martini spokeswoman was unable to say whether the two companies are working on a co-branded premium packaged spirit, but they have worked together in the US to market Bacardi Premium Mixers, a range of frozen cocktail and smoothie ingredients, to bars and restaurants.

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