Bacardi was not in the RTD market in the US and had an inconsistent look and feel in the rest of the world, so how could we develop a pipeline of rum based RTDs to be commercialized in 2020?
The global market for ready-to-drinks (RTDs) continues to be one of the healthier sectors of the global marketplace. The US is the second largest market and has experienced consistent growth since 2008. In addition to benefiting from volume growth of RTDs, the evidence today is that well executed RTDs can enhance both the sales and image of the parent brand. In the fast-moving RTD category, three broad trends have come to the fore: health conscious products (low-calorie, low-alcohol, low-sugar, etc); new flavors; and premiumization.
A scalable can/bottle and label design system that functions across the global Bacardi footprint. This allows us to give the local production teams in each country the flexibility to launch localized flavor profiles, all while maintaining the ownable look and feel of our original US can design.