Bacardi launch new 'cocktails in a bottle'

Bacardi has said it wants to 'liberate cocktails from the cocktail bar' and has launched two new cocktails-in-bottles to help pubs cash in on what it says is a multi-million pound opportunity.

The premium packaged cocktails, Bacardi Mojito (5.4% ABV) and Bacardi Cuba Libre (5% ABV) are being promoted under the name Bacardi Originals. They will allow busy bars to serve a finished cocktail in seconds and are being released initially as an on-trade exclusive.

The Bacardi Mojito is made with Bacardi Superior rum with mint, lime and soda and the Cuba Libre with Bacardi Gold rum with lime and cola. The recommended retail price for the 275ml bottles is £3.75 each.

The idea, according to Liam Newton, director of marketing, is for the drinks to appeal predominantly to males wanting a break from drinking beer.

"The opportunity is huge," he said. "Not all bars can or want to make cocktails. But sales of Mojitos have increased by 60 per cent in the last two years. We realised it is possible to produce the cocktails in a great tasting RTD format.

"But we know that brands need to be authentic and credible and have unisex appeal. What we are not trying to do is put a Mojito in a bottle. This is not as sweet or strong. We are targeting the moment that people want a refreshing break from beer or wine."

The launch is being supported by £3m advertising spend over the next nine months, with Bacardi focusing on reaching its target 18-24 year old consumer through a viral advertising campaign rather than billboard ads.

It has also said it will work closely with bars and pubs to bed the drink in the on-trade, and has point of sale kits to help drive sales. Branded glassware is also available, while the recommended serve from the bottle for the Cuba Libre includes a wedge of lime.

Newton insisted, despite recent under-investment, that there is life in the RTD category yet.

"People have walked away from the category but there has been a renaissance in the last couple of years," he said. "The volume of the RTD category is bigger than all of white spirits combined."