GLOBAL BRANDS SHAKES-UP SUPERMARKET RTDS WITH NEW CANNED COCKTAILS
- Independent drinks producer and distributor launches two new ranges of premium canned cocktails, Shake Baby Shake and Beviamo
- New cocktails tap into drinks trends to create authentic-tasting, ready-to-serve drinks
- Ranges hit supermarket shelves in May
Independent drinks company Global Brands is continuing to shake-up the Ready-To-Drink (RTD) category in supermarkets with the launch of two new ranges of premium canned cocktails.
The drinks producer and distributor has created a canned Italian spritz ‘Beviamo’, along with a range of still, non-carbonated cocktails, Shake Baby Shake.
Beviamo taps into the spritz serves trend that is growing in popularity throughout the on-trade. The drink uses original Italian recipes which combine a mix of bitter liqueur, Italian wine and soda water to create a lightly sparkling and refreshing take on the classic Venetian spritz. Beviamo is 5.5% ABV and comes in a sleek 250ml art-deco designed, matte finish can that evokes memories of an idyllic, holiday drinking experience. Beviamo has an RRP of £2 on Sainsburys shelves now.
Christian Sarginson, Brand Controller, Global Brands, comments: “We expect spritz drinks to again be ‘the’ drink of this summer. They were massively popular last year as drinkers moved more towards bitter-sweet tastes and looked to moderate their alcohol intake. They want to savour drinks with lighter tastes, but ones that still deliver on flavour and have an instagrammable serve. Beviamo meets this demand.”
Shake Baby Shake is available in two flavours including Raspberry Mojito and Passion Fruit Martini. The drinks are made using natural fruit juices and flavours to create smooth, non-carbonated cocktails that capture the sophisticated tastes of a mixologist-made bar-serve.
The two cocktails come in 250ml cans featuring stylish brightly-coloured on-trend animal prints, which are set against a contrasting plain white brand label. The 4% ABV drinks are on-sale with both flavours in Sainsburys and Asda, and Morrisons also taking the Passion Fruit Martini variant.
Christian adds: “Premiumisation, craft and experimentation have swept through the spirits and beer categories. They’ve changed how people drink, with more emphasis placed on quality, flavour and the ingredients. We’re bringing this to RTDs, enabling supermarkets to meet shopper demand for ready-to-serve, authentic tasting drinks as flavoursome as on-trade cocktail serves.”
“As well as high-quality ingredients, we’re embracing the premium trend in our can designs. The cans aren’t just designed to have shelf-appeal and attract shoppers’ eyes, consumers want great looking drinks they’re proud to share on social media.”
The company recently reported a 19.5% increase in sales for the year ending 30th September 2018, attributing growth to innovative new product development and its ever-popular RTD brand VK continuing to outperform the market with new releases, including the crowdsourced VK Watermelon flavour.
Christian concludes: “We’ve been championing RTDs for 20 years and have never seen them as on-trend as they are today. Supermarkets are increasingly realising it’s a category ripe for innovation which in turn drives shopper experimentation and we’re working closely with them to deliver consumer-focused drinks that are evolving the category and attracting new drinkers to it.”