Diageo Teams With Vita Coco On Upcoming Rum RTDsJuly 6, 2022
Diageo has teamed up with the Vita Coco Company to create a new canned RTD made with Captain Morgan. The new line kicks off with three flavors—Piña Colada, Strawberry Daiquiri, and Lime Mojito—all at 5% abv and made with coconut water, rum, and other flavors. Vita Coco Spiked with Captain Morgan will retail for $15 a 4-pack of 12-ounce cans.
The new line is expected to launch in early 2023. 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.
Captain Morgan rolled out a new range of Captains Cocktails last year, including Tropical Punch, Mai Tai (both 13% abv), and Long Island Iced Tea (17% abv) offerings packaged in 1.75-liter bottles retailing at $20. The rum brand was up 2.5% to 12.3 million cases worldwide last year, according to Impact Databank, with the U.S. accounting for about 44% of total volume.—Shane EnglishSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.