Coca-Cola and Bacardí have launched their canned version of the traditional “cuba libre” in Mexico, a ready-to-drink (RTD) alcoholic beverage. This segment has grown by nearly 30% in five years and continues to expand, according to María de los Ángeles Vázquez, a Coca-Cola executive.
The new product responds to the demand for practical options and the strong cultural affinity Mexicans have with this mix. Although these drinks still represent a small part of the alcoholic market, their consumption continues to rise, driven mainly by young people, especially millennials and Generation Z.
Both brands, with more than a century of shared history, are betting on strengthening their presence in a market where the “cuba libre” is the favorite cocktail and Bacardí leads rum consumption.
