Sol and Bacardi roll out new Bandito concept

- Last updated on GMT

Related tags: Bottle, Bacardi, Bottles

Sol, the bottled Mexican lager from Ubevco, has linked up with Bacardi rum to promote a new spirit and beer concept in the UK's pubs and bars.The...

Sol, the bottled Mexican lager from Ubevco, has linked up with Bacardi rum to promote a new spirit and beer concept in the UK's pubs and bars.

The "Bandito" - a splash of lemon-flavoured Bacardi Límon rum added to a newly-opened bottle of Sol - is set to be rolled out across the country following extensive test marketing in student union bars and a number of Mitchells & Butlers outlets.

Drinkers are to be offered the opportunity to add half-a-shot of Bacardi Límon to their bottles of Sol in return for an extra 50p on the price of the bottle of beer.

Zoe Smith, group brand manager at Ubevco, is confident that the Bandito will both create some in-bar theatre and benefit the licensee through incremental profit.

"It worked very well," she said. "The citrus-flavoured rum combines perfectly with Sol as it's an easy drinking beer and it adds a bit of excitement to premium packaged lagers."

Sol previously captured drinkers' imaginations in the 1980s and early 1990s when it was promoted with a wedge of lime in the neck of the bottle.

Ms Smith dismissed suggestions that the Bandito could encourage irresponsible drinking.

"It's only 12.5ml of Bacardi Límon and we're asking drinkers to pay extra for it. We're not forcing it down their necks and it's not free," she said.

Related topics: Beer, Spirits & Cocktails

Follow us

Pub Trade Guides

View more

Headlines