The pre-mixed Bacardi Pina Colada, a combination of Bacardi rum, coconut and pineapple, is on sale in 700ml bottles at Sainsbury's for an introductory price of £10. The new blend accompanies the brand's established range, which includes Bacardi Mojito, launched last year.
To accompany the launch, the brand is promoting its mojito ready-to-serve cocktail bags of crushed ice in Tesco, Sainsbury's and the Co-op. The ads feature "how-to" instructions for making the perfect mojito.
Bacardi is also releasing two new additions to its ready-to-drink canned range – Bacardi Superior rum and zero calorie cola, and Bacardi and ginger beer. These are also available in Sainsbury's and retail at £2.55.
Bacardi has also announced it is scaling back its brand websites to refocus its marketing efforts on social media platforms, such as Facebook, which will host its branded content over the next two years.