Rum brand Bacardi debuts Bacardi Classic Cocktails Light, a new line of low-calorie, ready-to-serve beverages. To introduce it, Bacardi rum is joining forces with actress Busy Philipps.
The new cocktail collection builds off of the original Bacardi Classic Cocktails “open and pour” line. At less than 95 calories for a 4-ounce serving, Bacardi Classic Cocktails Light is available in Pina Colada and Mojito flavors and is made with natural flavors, real juice and pure cane sugar.
“Premixed cocktails have become a staple behind the bar – especially for home entertainers,” said Toby Whitmoyer, vice president and brand managing director, rum category, at Bacardi U.S.A.[ Also Read: Bacardi Spirit for Life, Caring Together Program ]
“Between taking care of my family and filming, time gets tight and party-planning can be stressful. Bacardi Classic Cocktails Light is going to be my savior. It’s like having a live-in bartender; one less thing to get done before the doorbell starts ringing,” said Philipps. “Plus they’re tasty and low-calorie – it’s the beginning of a beautiful friendship!”
The launch will be supported with a multi-faceted campaign which will kick off in May and run through September. The ad campaign will appear in print with a focus on entertainment and women’s lifestyle media, while the digital components will span entertainment, lifestyle, and party-planning content sites.
It will also include sampling events in 22 selected markets in states including New York, California, Florida, Illinois, Nevada, Missouri, Massachusetts, Maryland, Virginia, Michigan, Rhode Island, Minnesota, Colorado, South Carolina, and Texas.
Made with natural flavors, Bacardi Classic Cocktails Light will be distributed in 750 ml size, and 1.75 liters.