ATLANTA & HAMILTON, Bermuda--BUSINESS WIRE--
The Coca-Cola Company and Bacardi Limited today announced an agreement to debut BACARDÍ rum and Coca-Cola as a ready-to-drink (RTD) pre-mixed cocktail.
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"We are excited to bring together two iconic brands so that consumers may enjoy one of the most world's most popular cocktails - first invented generations ago with BACARDÍ rum and Coca-Cola - in a high-quality, convenient format," said Mahesh Madhavan, CEO of Bacardi Limited. "Through this relationship, we will expand our reach and accessibility so that even more consumers of legal drinking age can enjoy this classic BACARDÍ rum and Coca-Cola cocktail."
BACARDÍ Mixed with Coca-Cola RTD packaging will feature two of the world's most recognizable global trademarks. Family-owned Bacardi was first established in 1862 in Cuba before moving to Bermuda, while Coca-Cola debuted in 1886 in Atlanta.
This is not the first time the two brands have come together. In 1900, the Cuba Libre cocktail was invented using BACARDÍ rum, Coca-Cola and lime at the American Bar in Havana. The combination of the most-awarded rum and the world's most popular soft drink remains among the top bar calls globally.
Cans will include clear responsibility symbols stating that the drink is to be enjoyed only by consumers of legal drinking age. BACARDÍ Mixed with Coca-Cola RTD will adhere to responsible marketing practices held by The Coca-Cola Company and Bacardi Limited.
The global benchmark for alcohol beverage volume (ABV) is 5% but will vary depending on the market.
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