Ready-to-drink giant Global Brands has launched its new cocktail range - be.
Distributed by Global Brands, the 250ml cans (RRP: £3) will initially launch in five of the most popular cocktails in the UK; Passion Fruit Martini, Pina Colada, Strawberry Daiquiri, Margarita and a sparkling Paloma.
According to NielsenIQ, in the UK, the off-trade RTD category is worth £529m and is growing 22% YOY with premium branded cocktail cans helping to fuel this growth with a 36% increase in sales.
Matthew Bulcroft marketing director at Global Brands said: “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. 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.”
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