Captain Morgan and Pepsi MAX have expanded their ready-to-drink partnership with the launch of Captain Morgan x Pepsi MAX Cherry. The new product combines Captain Morgan Original Spiced Gold with Pepsi MAX Cherry in a 5% ABV can.
Cherry leads RTD flavour growth
Cherry is reported to be the fastest-growing flavour in the ready-to-drink segment, and the launch is designed to drive standout on shelf, encourage trial and unlock sales across a range of occasions.
Cristhel Molina, head of rums at Diageo, said: “The momentum behind Captain Morgan x Pepsi MAX has been brilliant to see, with the partnership already making a real impact in the cola ready-to-drink segment. Captain Morgan x Pepsi MAX Cherry is a great way to build on that success, bringing even more flavour and energy to the range.”
Strong consumer alignment
Molina added: “88% of those who have tried Captain Morgan x Pepsi MAX are already frequent Pepsi drinkers4, so there’s clearly alignment among fans of both.”
“We know people love the taste of cherry, so pairing Pepsi MAX Cherry with Captain Morgan was an obvious choice – putting a fresh spin on a combination that’s already a hit with drinkers.”
Marketing support and availability
The launch will be backed by a significant multichannel marketing campaign spanning media, creator partnerships, PR and in-store activation across grocery and convenience.
Captain Morgan x Pepsi MAX Cherry will be available in 330ml cans (£1.99 RRP) and 250ml price-marked packs (£2.25 RRP).
