Global Brands reveals new take on RTD serves
Global Brands has launched a drink that “answers the call for innovation that lies between RTDs, fruit cider and craft beer”.
Crooked Beverage Co is a range of craft alcoholic sodas, designed to changed consumer’s perceptions of ready-to-drink (RTD) serves. The drinks are available in three flavours: Dayglo Skies (Raspberry & Lime); Mother Moon (Pomegranate & Peach); and Midnight Stage (Blood Orange & Passionfruit).
The range of drinks, which is aimed at 20 to 30 year-olds, feature a malted base with a fruity body. The drinks are designed to offer an option that is not hugely sugary and synthetic, while the hoppy notes are expected to have added appeal to beer drinkers.
Charlie Leaver, innovation manager at Global Brands, said: “Crooked Beverage Co is something completely and truly different and with that it opens up a new realm of possibility. We plan to drive value into the RTD category by innovating and premiumising. We have taken a combination of the best from different categories to make a drink that is the first of its kind.
"We saw that the target demographic of consumers were tiring of overly sweet drinks with questionable ingredients, and so have created a product that tastes great, looks great, and is essentially natural.”
The drinks, which are lightly carbonated with a low sugar content (around 4.6g per 10cl), are available in 33cl cans.
Leaver added: “We have crafted this brand by listening to the consumer and with that we have made something that’s going to completely change the market.”