Diageo and The Vita Coco Company have announced their collaboration to launch a line of premium canned cocktails crafted with a blend of Captain Morgan rum and Vita Coco coconut water.
With Captain Morgan having the #1 selling spiced rum brand and Vita Coco as the #1 selling coconut water, this relationship brings together two category-leading brands, the group said.
“Cocktail drinkers are looking for convenient ways to enjoy high quality classic tropical drinks, especially rum-based ones,” said Debra Crew, president, Diageo North America.
“As we continue expanding our ready-to-drink portfolio, we consider ways to elevate the category, and it just made sense to marry together two premium brands that are loved by consumers around the world.”
Ready-To-Drink Category
In the United States, rum-based cocktails are growing at 269%, with widely recognisable piña coladas, daiquiris, and mojitos leading as the most dynamic cocktail types and growing at a faster rate than the entire spirits-based ready-to-drink category.
“Consumers in tropical regions have been enjoying coconut water as a great-tasting, high quality mixer in their cocktails for generations,” said Mike Kirban, executive chairman and co-founder, The Vita Coco Company.
“Now that coconut water is becoming a household staple across the United States, we wanted to make creating a delicious cocktail a few steps easier. We're so excited to partner with Diageo to offer some great, ready-to-drink options featuring the best of both worlds: Vita Coco and Captain Morgan."
Spirits-Based Line
Called Vita Coco Spiked with Captain Morgan, the spirits-based line will be available in three offerings.
- Piña Colada – finished with the flavor of fresh ripe pineapple, creamy coconut and dark rum notes
- Strawberry Daiquiri – finished with the flavor of fresh picked strawberries, ripe juicy lime and fruity rum notes
- Lime Mojito – finished with the flavor of fresh muddled garden mint, ripe juicy lime, and a touch of simple syrup
Vita Coco Spiked with Captain Morgan cocktails will be 5% ABV.
The line is expected to hit shelves in early 2023 and will be available across the United States wherever spirits-based ready-to-drink beverages are sold.
All cans of Vita Coco Spiked with Captain Morgan will feature clear symbols clarifying that they are only to be enjoyed by consumers who are of legal drinking age.
Diageo will produce, distribute and market Vita Coco Spiked with Captain Morgan products.
Read More: Diageo Launches Rockshore Hard Seltzer
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