Producer and distributor of RTD drinks, Global Brands, is launching a premium range of 8.4% ABV cocktails named ‘be.’
Global Brands will initially launch five of the most popular cocktails in the UK, including Passion Fruit Martini, Pina Colada and Strawberry Daiquiri (200ml), all of which are nitro-infused for a “smooth, velvety texture”. They will be sold alongside a pre-shaken Margarita and a sparkling Paloma (250ml) to meet the growing demand for tequila and tequila-based cocktails. All the drinks have an RRP of £3 per can.
The launch of be. into the growing premium canned cocktail market is a strategic move from the drinks giant, which already produces cocktail brands like Shake Baby Shake and All Shook Up.
In the UK, the off-trade RTD category is worth £529m and growing 22% year-on-year with premium branded cocktail cans helping to fuel this growth with a 36% increase in sales.
Global Brands will support the launch of be. with a major marketing campaign. This will be split across the off-trade and on-trade with activity such as PR, digital, social media and OOH.
“As the number one off-trade canned cocktail provider, we’re already expert at what we do, and we have the infrastructure in place to do it well and at scale,” said Marketing Director Matthew Bulcroft. “We’ve invested over a year developing be. cocktails and during that time we’ve been able to bring together all the best qualities a cocktail should have into one can, using industry insights that have influenced flavours, textures, price, design and ABV.
“We truly believe these are the best liquids we’ve ever produced and are the best in market cocktails in a can, delivering on the look, taste and overall experience. They are one hundred per cent bar-quality cocktails. The range is aimed at females from 25-45 who are looking to enjoy a delicious, fresh tasting cocktail from a can, whether they’re relaxing in the bath, having a laugh with friends or sitting on the train ahead of a big night out.”
