Bacardi launches Originals ready to serve cocktail range

Published: 21 January, 2011

Bacardi is introducing a new range of ready to serve authentic cocktail drinks which it believes could open up a new drinks category to outlets unable to currently offer a credible cocktail service.

Bacardi Originals is being launched initially in two varieties, Mojito and a Cuba Libre, and are to be rolled out to key bars across the country from February 4 before an off-trade launch later in the year.

Both drinks will be available in 275ml bottle serves, priced at around £3.75, and are designed to help busy bars that do not have the space or time to offer cocktails made from fresh.

They are made from 100% Bacardi and been formulated to be seen as a refreshing change from a pint of beer or glass of wine. ABV levels have therefore been kept to around 5.4% per bottle.

The authentic pre-mix cocktail category was first started by West Eleven with a range of drinks designed by mixologist Ben Reed. But Bacardi Originals is the first time a major drinks brand has moved into the ready to serve classic cocktail category.

The drinks are being aimed at the 18-24 age group and will be promoted in bars with point of sale using tag lines including "Same again? Be Original" and "Here's an Original thought. Get a drink in".

The new range is to be supported with an initial media spend of £3 million, the bulk of which will be spent on gaining word of mouth for the brands through a viral and social media campaign and digital support. Again a first for a major drinks brand, claimed Bacardi.

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