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Kahlúa taps into the RTD coffee cocktail market

A widget can for a new RTD cocktail from Kahlúa delivers the smooth, frothy experience of an espresso martini, while can graphics align the beverage with classic Italian espresso bars.

Shades of brown and white—colors synonymous with the overall look of the cocktail—were chosen to decorate the can.
Shades of brown and white—colors synonymous with the overall look of the cocktail—were chosen to decorate the can.

The standard in rum and coffee liqueur since 1936, Pernod Ricard’s Kahlúa has taken its rightful place in the growing espresso martini market with a new RTD canned cocktail. Quoting statistics from drinks market analysis group IWSR, Kahlúa Project Lead and Senior Brand Manager Romina Mariano says the espresso martini is now the fourth most popular cocktail globally and is up 3% on category growth. “Thus, we are seeing an increased demand for a high-standard cocktail experience at home and on the go,” she says. “As a result, we developed this product to ensure we could tap into that emerging opportunity.”

Kahlúa’s Espresso Martini, in a 200-mL can from Ardagh Group, is a smooth, foamy drink that uses nitro-widget packaging technology to ensure the experience of drinking the RTD version “is as authentic as watching an expresso martini being crafted by a mixologist,” says Mariano. “We want to provide that exciting moment for people to relive at home.”

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