Kingsland Drinks Group expands Mix Up RTD range

Kingsland Drinks Group has added three new SKUs to its Mix Up range of RTD premium spirit-based pre-mixed drinks. 

The new variants are Mix Up Coffee Rum & Cola, Pink Gin & Diet Lemonade and Apple Rum, Lime & Ginger Ale (rrp: £1.25) - all available to the convenience sector now. 

The Mix Up range will be supported by a multi-channel marketing campaign called “Hack your Summer” that taps into trends on social media centred around at-home tips cand tricks to elevate your drinks experience, along with sampling, events, PR and influencer activity. 

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 as they seek out convenient, on-the-go drinks with flavour profiles that will bring 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.”