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."
Why This Trend Is Growing
- Premium Coconut Cocktails
- The popularity of coconut water as a mixer provides an opportunity for premium canned coconut-based cocktails to be introduced
- Rum-based Cocktails
- The growing popularity of rum-based cocktails presents an opportunity to market premium canned cocktails made with rum and natural ingredients
- 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
Industries Being Reshaped
- 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
- 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
- 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
