Diageo has teamed up with Pepsico to launch a new RTD, Captain Morgan Original Spiced Gold mixed with Pepsi Max.
Captain Morgan x Pepsi Max (ABV 5%) is available now in a number of formats including a 330ml can, a 250ml slimline can and a multipack of 6 x 250ml cans. The 330ml cans have an RSP of £2.59.
The launch is supported by a marketing campaign that includes out-of-home advertising, video on demand, digital video and paid social media support, as well as a sampling programme and cultural activations.
It follows news that the RTD category in GB is the fastest-growing segment within the total beverage alcohol market, with 25% growth, and Diageo research showing that 81% of consumers agree they are more likely to purchase an RTD mixed with a branded mixer.
