Global Brands has unveiled be., a premium range of 8.4% ABV canned cocktails.
The be. range launches with five of the UK’s most popular cocktails including Passion Fruit Martini, Pina Colada and Strawberry Daiquiri (all 200ml) – all of which are nitro infused for a smooth, velvety texture. They roll out alongside a pre-shaken Margarita and a sparkling Paloma (both 250ml) to meet growing demand for tequila and tequila-based cocktails. All have an RSP of £3 per can.
The launch is supported with a major trade and consumer marketing campaign that includes PR, digital, social media and out-of-home activities.
It comes with the GB off-trade RTD category currently worth £529m and increasing 22% year on year. Premium branded cocktail cans are helping to fuel this growth with a 36% increase in sales.
Marketing Director at Global Brands Matthew Bulcroft said: “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 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.”
Global, which already produces cocktails brands Shake Baby Shake and All Shook Up, has a confirmed listing in over 400 stores with one of the mults, and is in advanced conversations with other retailers.
