Off-trade launch for Bacardi cocktails

04 July, 2011

Bacardi has launched its Bacardi Originals range of ready-to-serve cocktails in the off-trade.

The Mojito and Cuba Libre products were introduced in the on-trade in July, and Bacardi said at the time that a move into take-home was planned for this year.

The off-trade launch is being backed by a £3 million marketing campaign which includes TV, radio, press and poster advertising.

Posters will include a quick response code which will allow consumers to find the nearest stockist using their mobile phones.

There is a promotion which will see 150,00 branded glasses given away, one with every purchase of two bottles, while an online coupon campaign will drive trial.

Liam Newton, Bacardi Brown-Forman marketing director, said: “Cocktail culture has exploded in the UK in recent years and consumers want to enjoy this experience at home with friends without the complication of lots of ingredients.

“We are confident that the marketing campaign will help educate consumers that Bacardi Originals are authentic tasting pre-mixed cocktails, in a bottle, that should always be enjoyed from a glass with ice”.

The Mojito has an abv of 5.4% and the Cuba Libre 5%. Both have an rrp of £2.50 for a 27.5cl bottle.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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