Pubs urged to serve Mojitos with new mixer
Bacardi and cocktail mixer company Funkin have partnered to launch a co-branded Mojito mixer product and persuade pubs of the profitability and ease of making the cocktail.
The launch is Bacardi's latest piece of activity in a campaign urging pubs to sell the popular rum long drink.
A drive to train barstaff in making Mojitos launched last summer, but this new initiative is aimed at simplifying the process. The Funkin range of single serve pouches simply needs to be added to a spirit.
"Not every bar has the resources to make a Mojito from scratch," said Bacardi director of marketing Liam Newton. "We knew we needed to work out a way to help them profit from Mojito."
More than 3,000 on-trade outlets have been trained under the campaign since summer 2008, and Bacardi hopes to distribute the Funkin product to a further 2,000 to 5,000.
With a £15m backing this year, the Mojito campaign also involves TV and outdoor advertising, and web initiatives. The advertising will last from next month until the end of the summer.
Bar staff can download an application for iPhones that demonstrates how to make a Mojito, and a trade website set for a June launch will feature a gross profit calculator. The function will work out the profits a pub will make on a Mojito based on the ingredients used.