Mix Up, Kingsland Drinks Group’s range of RTD premium spirit-based pre-mixed drinks, will be stocked in selected Morrisons and Tesco stores in the UK and ROI this summer as it builds on its retail footprint.
The brand has also introduced three new SKUs: Mix Up Coffee Rum & Cola, Pink Gin & Diet Lemonade, and Apple Rum, Lime & Ginger Ale.
Since launching, Mix Up has proved popular amongst the Gen-Z market, fuelled by major campaigns and its accessible price point, alongside growth of RTD cocktails in the UK.
Jade Fowles, Senior Brand Manager at Kingsland Drinks Group, said: “With the RTD market booming, Mix Up is perfectly positioned to attract Gen-Z drinkers to Morrisons and Tesco stores as they seek out convenient, on-the-go drinks with flavour profiles that will attract new consumers into the category.
“At an affordable price point that doesn’t compromise on great taste and quality, the core range and NPD has been developed for informal drinking occasions with flavours that play into major drinking trends.”
Morrisons stores will be stocking 250ml cans of the Gin & Tonic, Gin & Diet Tonic, Pink Gin & Tonic, Vodka Lime & Lemonade and Pink Gin & Diet Lemonade, while Tesco’s UK will range the Mix Up Coffee Rum & Cola and Apple Rum, Lime & Ginger Ale from May 2023. Tesco Ireland has listed the Gin & Tonic and Vodka Lime & Lemonade from now.
Mix Up Gin & Tonic and Vodka Lime & Lemonade will continue to be available in selected Co-op stores
During the year, Mix Up will be supported by multi-channel marketing campaign called “Hack your Summer” that taps into trends on social media centred around at-home tips and tricks to elevate the drinks experience, along with sampling, events, PR and influencer activity.
