This week, Pernod Ricard unveiled Kahlua Nitro Cold Brew, a Kahlua-branded RTD that joins an Espresso Martini released almost two years ago. The two RTDs are the first in a new wave of canned pre-mix cocktails from the coffee-based brand that are replacing the now discontinued 20cl bottles of Kahlua Mudslide and White Russian. A lot has happened, however, since the Espresso Martini launch. Not only has the coronavirus pandemic upended consumer occasions for on-the-go spirits-based drinks, but the success of the hard seltzer category has lit a fire under canned alcoholic beverages. Is now the perfect time for Kahlua to double-down on its new RTD strategy? just-drinks spoke to Kahlua senior brand manager Rima Sawaya about where Pernod is taking the brand in the COVID era, the hard seltzer effect on spirits and the odds of seeing a non-alcoholic Kahlua RTD.
