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Diageo and Vita Coco create canned cocktails

Captain Morgan owner Diageo has collaborated with The Vita Coco Company to launch a range of canned cocktails made with rum and coconut water.

Vita Coco cocktail range
Diageo has combined its Captain Morgan rum with Vita Coco Coconut Water

Diageo said the partnership combines two ‘category-leading brands’ as Captain Morgan is the number one spiced rum brand (Nielsen US figures) and Vita Coco is the top-selling coconut water brand (IRC US data).

The new 5% ABV line, called Vita Coco Spiked with Captain Morgan, is available in three variants: Piña Colada, Strawberry Daiquiri and Lime Mojito.

Each canned drink is made with Captain Morgan white rum and Vita Coco’s coconut water.

“Cocktail drinkers are looking for convenient ways to enjoy high-quality classic tropical drinks, especially rum-based ones,” said Debra Crew, president, Diageo North America.

“As we continue expanding our ready-to-drink portfolio, we consider ways to elevate the category, and it just made sense to marry together two premium brands that are loved by consumers around the world.”

According to Nielsen figures cited by Diageo, rum-based cocktails are growing at 269% in the US, led by Piña Coladas, Daiquiris, and Mojitos, which are the ‘most dynamic cocktail types’. The segment is said to increasing at a faster rate than the entire spirits-based ready-to-drink category.

“Consumers in tropical regions have been enjoying coconut water as a great-tasting, high quality mixer in their cocktails for generations,” said Mike Kirban, executive chairman and co-founder, The Vita Coco Company.

“Now that coconut water is becoming a household staple across the United States, we wanted to make creating a delicious cocktail a few steps easier.”

Diageo will produce, distribute and market the Vita Coco Spiked with Captain Morgan products.

The 12oz (355ml) cans are priced at US$14.99 per four-pack. The line is expected to hit US shelves in early 2023.

Diageo North America is investing US$80 million in expanding its RTD production capacity to more than 25m cases annually.

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