By Amy Looker
The Bacardi portfolio of RTDs is set to get two new additions to the range along with a revamped Bacardi & Cola RTD.
Bacardi & Lemonade and Bacardi & Ginger Ale will join the already popular Bacardi & Cola, which sees Bacardi Superior blended with the simple mixers to create an easy-to-drink product that should appeal to both male and female consumers.
According to Bacardi brand manager, Alex Merry, the new RTDs are part of a trademark approach that provides consumers with the perfect Bacardi for every occasion.
“Bacardi Superior, the parent spirit in the new RTDs, is made to mix and the new RTD launch reinforces this message by providing consumers with an on-the-go format that reflects the most popular ways to drink Bacardi," he said.
Merry said that the new range offered an affordable price-point for consumers to trial Bacardi, essentially educating them on light spirits and its mixability with other non-alcoholic beverages.
“RTDs in the Australian market place are an important recruitment device, especially for consumers from legal drinking age (LDA) to 29 years old.
"The Bacardi RTD range provides new drinkers with an easy and affordable way to try the Bacardi brand whilst also educating them on how it can be mixed.
"For existing consumers, the RTD range represents the mixers that they know and love and are now available for them in a convenient on the go pack format,” Merry said.
The launch of the new Bacardi RTD range will be fully supported by a multi-channel marketing campaign that incorporates TV, outdoor, digital advertising and sampling.
The Bacardi RTD range has an RRP of $24.99 per six-pack.