Coca-Cola Europacific Partners (CCEP) has expanded its alcohol ready-to-drink (RTD) portfolio with the launch of a new Spiced variant to the BACARDÍ and Coca-Cola range. The new 250ml slim can, available at a recommended retail price of £2.30, combines BACARDÍ Spiced rum with Coca-Cola to capture growing consumer demand for flavor-led innovation and premium convenient formats within the beverage sector.
Market Growth in the Alcohol RTD Category
The alcohol RTD category is currently outperforming the wider alcohol market. The segment is now valued at over £735 million in Great Britain, with value sales forecast to grow by an average of 4 percent annually between 2026 and 2028.
Rum-based RTDs represent a specific area of expansion. Across Europe, the sub-category has grown by 10 percent since 2024. Consumers are increasingly seeking premium serves and convenient formats that replicate the on-trade experience in off-trade environments. This new launch builds upon the performance of the original BACARDÍ and Coca-Cola can, which debuted last year and has already generated £1.65 million in value sales.
Strategic Expansion of the CCEP Portfolio
CCEP’s approach to the alcohol RTD category focuses on strong brand partnerships, recognizable names, and premiumization. The portfolio currently includes several high-profile collaborations
Jack Daniel’s and Coca-Cola (including Zero Sugar and Cherry variants)
Absolut Vodka and SPRITE (including a Watermelon variant)
BACARDÍ and Coca-Cola (including the new Spiced variant)
Schweppes canned cocktails (including Gin Twist and Paloma Bliss)
Retail Strategy and Consumer Promotion
To support the launch and drive trial ahead of the summer trading period, CCEP is initiating a Bring the Party Home on-pack promotion. Running for 12 weeks starting Tuesday, April 7th, the promotion utilizes a QR code on the packaging that allows shoppers to win weekly audio prizes and a monthly branded DIY House Party Kit.
Elaine Maher, Associate Director of Alcohol Ready-to-Drink at CCEP GB, noted that rum-based RTDs represent a significant growth opportunity within the alcohol sector. Maher highlighted that flavor remains the primary factor influencing shopper choices in this category.
According to Maher, experience-led promotions provide consumers with an incentive to add rum-based RTDs to their purchases, helping drive value and margin for retailers. CCEP advises retailers to position the new variant in high-footfall areas and alongside complementary alcohol categories to encourage impulse purchases and drive incremental sales during the summer season.
