Diageo rum brand Captain Morgan has launched an RTD in the UK in partnership with Pepsi MAX.

Diageo said: “The two brands are embarking on an exciting mission to create a delicious new RTD that connects with consumers over the legal purchasing age in a way only these brands can.

“The new RTD launched yesterday in Great Britain, so keep your eyes peeled for the delicious new premixed drink!”

Captain Morgan Original Spiced Gold with Pepsi MAX has an ABV of 5% and is available in formats including a 330ml, a 250ml slimline, and a multipack of 6 x 250ml.

The RTD category is currently the fastest-growing segment within the total beverage alcohol market in the UK, with 25% growth. 

Diageo said research showed that 81% of consumers agree they are more likely to purchase an RTD that uses a branded mixer.

Diageo Managing Director GB Nuno Teles said: “With a shared emphasis on fun, our partnership with Pepsi MAX brings together two iconic brands to create one epic taste that will inject excitement into the RTD category. Both brands bring their own distinctive flavour profile to the mix, creating the ultimate combination that’s been expertly blended to deliver a great taste experience.”

PepsiCo GB General Manager Beverages Natalia Filippociants said “PepsiCo is always looking for new opportunities to meet the changing tastes and demands of consumers by bringing new, innovative products to market. Our partnership with Diageo brings together two drinks powerhouses who share a passion for innovation. Together, we’re mixing up the ready-to-drink category by creating a premium, iconic blend of flavours fans know and love with Captain Morgan Original Spiced Gold and Pepsi MAX – the first alcoholic beverage to feature our flagship Pepsi brand.”

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