Global Brands adds to RTD portfolio

Global Brands is launching a canned cocktail range to add to its diverse RTD portfolio.

All Shook Up aims to tap into customer demand for RTDs, specifically canned variants. The category has increased 5.,6% in the off-trade over the last 12 months to £243 million, while sales of cocktails in cans in multiple retailers has grown 41.7% and these now account for £13.4 million in RTD sales.

Global Brands already has seven brands in the RTD category, including VK, Hooch and Crooked Beverage Co.

Jen Draper, head of marketing, said: “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 was developed exclusively for Tesco. Both are at 4.5% abv and contain vodka mixed with natural flavours.

Draper continued: “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.”

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