Diageo and The Vita Coco Company Teamed Up to Create Canned Cocktails
Laura McQuarrie — July 5, 2022 — Lifestyle
References: diageo & businesswire
Diageo and The Vita Coco Company came together to create Vita Coco Spiked with Captain Morgan, a premium line of canned coconut cocktails that taps into the growing demand for ready-to-drink options. The premium canned cocktails boast a blend of Captain Morgan rum and all of the refreshment of Vita Coco coconut water. Now, in a single can, adults can enjoy the taste of two top-selling brands with flavors like Piña Colada, Strawberry Daiquiri and Lime Mojito.
These rum-based cocktails make the most of coconut water as a mixer and they acknowledge that "in the United States, beloved rum-based cocktails are growing at 269%3, with widely recognizable piña coladas, daiquiris, and mojitos leading as the most dynamic cocktail types and growing at a faster rate than the entire spirits-based ready-to-drink category."
These rum-based cocktails make the most of coconut water as a mixer and they acknowledge that "in the United States, beloved rum-based cocktails are growing at 269%3, with widely recognizable piña coladas, daiquiris, and mojitos leading as the most dynamic cocktail types and growing at a faster rate than the entire spirits-based ready-to-drink category."
Trend Themes
1. Premium Coconut Cocktails - The popularity of coconut water as a mixer provides an opportunity for premium canned coconut-based cocktails to be introduced
2. Rum-based Cocktails - The growing popularity of rum-based cocktails presents an opportunity to market premium canned cocktails made with rum and natural ingredients
3. Ready-to-drink Options - The demand for ready-to-drink options creates an opportunity for the introduction of premium canned cocktails that save time and are convenient
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry can capitalize on the popularity of coconut water and rum-based cocktails to develop premium canned cocktail lines for adults
2. Natural Beverages - Natural beverages companies can partner with alcohol brands to create premium canned cocktails made with all-natural ingredients, like coconut water, to appeal to health-conscious consumers
3. Convenience Foods - The convenience foods industry can create premium canned cocktails as a new addition to their line of products that offer ready-to-drink options to consumers
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