The Real Deal - Bacardi Launches Rum Canned Cocktails

The Real Deal

BACARDI LAUNCHES READY-TO-DRINK REAL RUM CANNED COCKTAILS WITH ON-PREMISE IN MIND.

As RTDs continue to gain popularity and drive growth in the spirits industry, Bacardí is helping elevate the category with new high-quality offerings showcasing premium rum and real ingredients.

Redefining a category first popularized by hard seltzers requires a commitment to quality and market presence that only industry leaders like Bacardí can maintain. “I’m excited to say the market has now evolved to spotlight more pre-mixed cocktails using real ingredients, from the base spirit to fresh fruit and natural flavors,” says Lisa Pfenning, Vice President, Bacardí for North America.

Initially launched with three RTDs, Bacardí’s line of Real Rum Canned Cocktails has quickly expanded to eight different flavors. Each is gluten-free and made with the award-winning Bacardí Superior white rum base, fresh fruit, cane sugar and natural flavors. Importantly, Bacardí sets itself apart by using rum as the base for each RTD rather than malt, which is widely used in the industry.

The line started with the release of Bacardí Limon & Lemonade and Bacardí Rum Punch before expanding in 2021 and 2022 with three new expressions each year. “We’ve seen our consumers continuously reach for the fullerflavored variants in the range,” says Pfenning, leading the company to phase out Lime & Soda. The 2021 additions Bacardí Bahama Mama, Bacardí Mojito and Bacardí Sunset Punch brought a tropical, beachy vibe to the lineup. And just in time for summer 2022, Piña Colada and a new Mojito Variety Pack featuring Mango Mojito and Strawberry Mojito are arriving at stores.

The evocative, user friendly can design featuring bright colors and unmistakable branding makes it easy for the consumer to pick up Bacardí RTDs. The packaging is designed to evoke the flavors inside from the bright green can evoking mint for the Mojito to the pineapple hue of Piña Colada.

With an ABV of just 5.9%, the Real Rum Canned Cocktails offer great options for summer picnics and get togethers with friends and family. The Bacardí RTD line also presents an opportunity for busy on-premise establishments looking to maintain quality and consistency. However, bartenders should feel free to play with any of the flavors to create something new. “We also want them to have some fun by incorporating our ready-to-drink cocktails into other libations,” Pfenning says.

Bacardí also sees its RTDs as a way to introduce its rums to new consumers. “Our goal is that once consumers try the products, they can feel more confident when they’re ordering in an on-premise setting,” says Pfenning. “Now they know they like their Mojitos with Bacardí rum after having tried the Real Rum Canned Cocktail flavor in Mojito, and the same goes for the other flavors.”

As premiumization continues to drive sales, the Bacardí team believes premium RTDs will be a future engine of growth. “A new sub-category that we do anticipate really taking off is more ‘premium’ canned cocktails,” Pfenning believes. “While our current lineup of Bacardí Real Rum Canned Cocktails is made with Bacardí Superior, we did launch a line of Aged Rum Cocktails in Europe this year, which are made with our premium aged rums.”