Over the past 12 months, the value of the RTD category has increased by 5.6% in the off-trade channel, growing to around £243million. Sales of cocktails in cans in multiples have risen by 41.7% and now account for £13.4m in RTD sales.
Increased consumer interest in mixed drinks has fuelled demand for innovation in the canned cocktail sector, as consumers look for quality and flavour in a convenient RTD format. This has prompted Global Brands to add to its seven-strong RTD portfolio, which includes VK, Hooch and Crooked Beverage Co.
Jen Draper, head of marketing at Global Brands, comments on the launch: “Shoppers want more variety and innovative alcoholic RTDs. There is a gap in the market for a fun, easy to drink canned cocktail, which we have tapped into to help unlock growth for our customers.”
The range includes classic Passion Fruit Martini and Espresso Martini recipes, and have been developed exclusively for Tesco in response to a gap in the market. Both are at 4.5% and are made with fruit alcohol and vodka to give a silky-smooth taste. Inspired by catwalk fashion, the sleek and brightly patterned 250ml cans are designed to appeal to those looking for an alcoholic refreshment at a party, picnic or to enjoy in the comfort of their own home.
Jen Draper continues: “RTS cans are a growing trend, providing retailers with a strong opportunity to drive sales. Nielsen data shows growth of RTD cans in multiples has increased by about 7% over the past 12 months. Canned cocktails meet this consumer demand for flavour and convenience. Shoppers want home-serves that are easy, but don’t compromise on quality or taste. All Shook Up was created as a product that not only tastes good but has the aesthetics to match.”
Established in 1997, Global Brands, headquarters based at Casa Hotel housing over 160 staff has established a portfolio for every occasion; spanning premium tonics, mixers and soft drinks, spirits and liqueurs, beers, RTS cocktails and RTDs. The company was founded by entrepreneur Steve Perez, who still runs the independent company today.