The Kraken Ready-to-Drink Rum Cocktails Come in Three Options
Michael Hemsworth — June 4, 2022 — Marketing
The Kraken ready-to-drink rum cocktails are a new offering from the recognizable rum brand for consumers to choose this summer when seeking to enjoy an alcoholic refreshment with ease.
The drinks are made with the brand's signature spiced dark rum, and come in three flavors including Kraken & Cola, Kraken & Ginger Beer and Kraken Rum Punch. Each of the drinks come in four-packs and have a 5% ABV to keep them in line with existing products on the market.
Senior Vice President of Marketing at Proximo Spirits Lander Otegui commented on the new Kraken ready-to-drink rum cocktails saying, "As the demand for ready-to-drink beverages continues to boom and category growth rises, we’re eager and thrilled to introduce a new and convenient way for consumers to enjoy their favorite rum cocktails in three carefully curated flavors. As one of the only dark rum-based RTD offerings on the shelves, our Kraken Rum cocktails offer an unexpected way to add a little extra fun to your summer plans whether you’re sipping at home or on an adventure at sea.”
The drinks are made with the brand's signature spiced dark rum, and come in three flavors including Kraken & Cola, Kraken & Ginger Beer and Kraken Rum Punch. Each of the drinks come in four-packs and have a 5% ABV to keep them in line with existing products on the market.
Senior Vice President of Marketing at Proximo Spirits Lander Otegui commented on the new Kraken ready-to-drink rum cocktails saying, "As the demand for ready-to-drink beverages continues to boom and category growth rises, we’re eager and thrilled to introduce a new and convenient way for consumers to enjoy their favorite rum cocktails in three carefully curated flavors. As one of the only dark rum-based RTD offerings on the shelves, our Kraken Rum cocktails offer an unexpected way to add a little extra fun to your summer plans whether you’re sipping at home or on an adventure at sea.”
Trend Themes
1. Ready-to-drink Cocktails - The rise in popularity of ready-to-drink cocktails presents an opportunity for brands to offer even more unique and unexpected flavor combinations to consumers
2. Spiced Dark Rum - The use of spiced dark rum in canned cocktails is a trend likely to continue as consumers seek out richer and more complex flavors in their beverages
3. Convenient Packaging - There is a growing trend towards canned and bottled drinks that offer the convenience of portability and ease of use
Industry Implications
1. Alcoholic Beverages - The ready-to-drink cocktail market is a growing segment within the alcoholic beverage industry, providing an opportunity for established and new brands to innovate and create unique flavor combinations that appeal to consumers
2. Packaging - As the popularity of canned cocktails and other portable beverages grows, there is an opportunity for the packaging industry to develop new materials and designs that enhance the customer experience
3. Retail - Retailers who offer ready-to-drink cocktails and other convenient beverages may see increased sales and customer satisfaction, particularly during the summer months when demand for refreshing drinks is high
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