UK: Bacardi Brown-Forman Brands launches Mojito Classic to off-trade

By | 21 July 2009

Bacardi Brown-Forman Brands has launched Bacardi Mojito Classic in the UK off-trade in a bid to capitalise on the growth of cocktail consumption at home.

A mix of Bacardi rum, mint and lime, and an ABV of 14.9%, the cocktail will retail for GBP13.99 (US$23) for a 75cl bottle.

"The Mojito is currently experiencing strong popularity in the UK with a continued groundswell behind the drink recorded over the past few summers," said Nik Krys, marketing manager at Bacardi Brown-Forman Brands.

The product launch will be supported by a GBP500,000 investment package to include consumer press and an outdoor media package targeting sites around major multiple outlets, as well as in-store price promotions.

Bacardi Brown-Forman Brands today (21 July) also launched Southern Comfort Lemonade & Lime to the UK market. It is available at Thresher, Sainsbury and Tesco, where it is on offer until 18 August at four cans for GBP5 (US$8.24).

Sectors: Spirits

Companies: Bacardi, Brown-Forman, Southern Comfort

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