- New BACARDÍ & Coca-Cola Spiced available nationwide now
- Taps into ready-to-drink as fastest growing alcohol segment, with rum-based drinks up 10% across Europe since 2024
- Backed by a high-energy ‘Bring the Party Home’ activation
Coca-Cola Europacific Partners has launched a new Spiced variant to its BACARDÍ & Coca-Cola range, bringing a fresh flavour dimension to a globally recognised serve.
Available now at a recommended price of £2.30, the 250ml slim can features BACARDÍ Spiced rum with hints of vanilla, expertly mixed with refreshing Coca-Cola.
The launch builds on the strong momentum of the original BACARDÍ & Coca-Cola can, which debuted last year and has already generated £1.65m in value sales.
The new Spiced variant represents the next strategic step in unlocking the untapped potential within the rum-based ready-to-drink (RTD) segment, building on one of the world’s most recognisable branded bar calls.
A booming category primed for flavour
The alcohol RTD category continues to outperform the wider alcohol market. Now worth over £735 million in GB, value sales are forecast to grow by an average of four per cent annually between 2026 and 2028 – equating to eight per cent growth across the two years.
Across Europe, rum-based RTDs are growing 10 per cent since 2024 as shoppers increasingly seek flavour-led innovation, premium serves and convenient formats that replicate the bar experience at home and on-the-go.
CCEP’s success in the rapidly growing alcohol RTD category is built on a strategy of strong brand partnerships, recognisable names, innovation and premiumisation. Its portfolio now includes:
- Jack Daniel’s & Coca-Cola – including Zero Sugar and Cherry variants
- Absolut Vodka & SPRITE – including a Watermelon variant
- BACARDÍ & Coca-Cola – including a Spiced variant
- Schweppes canned cocktails – including Gin Twist and Paloma Bliss
Bring the Party Home
The launch will be supported by a high-energy “Bring the Party Home” on-pack promotion, designed to create excitement at fixture and drive trial ahead of the key summer trading period.
Running for 12 weeks from Tuesday 7th April, every BACARDÍ & Coca-Cola Spiced can will feature a QR code inviting shoppers to scan for the chance to win weekly house party prizes – including Bluetooth turntables, speakers and headphones.
Each month, one winner will also receive a BACARDÍ & Coca-Cola DIY House Party Kit. Packed inside a sleek branded travel case, the kit includes DJ-inspired party gear and lighting, a Polaroid camera, disco ball and BACARDÍ & Coca-Cola Spiced cans – everything needed to bring the party atmosphere home.
“Rum-based RTDs are one of the biggest untapped opportunities within alcohol right now,” said Elaine Maher, Associate Director, Alcohol Ready-to-Drink at CCEP GB. “With flavour remaining the single biggest factor influencing how shoppers choose alcohol RTDs, this smooth, balanced and easy-to-drink serve is perfectly placed to recruit flavour-curious shoppers.
“Experience-led promotions like ‘Bring the Party Home’ give consumers a reason to add rum-based RTDs into their basket alongside existing purchases, helping drive value and margin within a category that’s already outperforming the wider market. At the same time, they give retailers a clear opportunity to recruit beer shoppers.
“To fully unlock the opportunity, we’d recommend positioning the variant in high-footfall areas and alongside complementary alcohol categories to drive impulse, ensuring it is perfectly placed to deliver incremental sales as we head into the key summer trading period.”