Quirky RTD BuzzBallz Cocktails has been flagged up as a top seller by leading Greater Manchester retailer General Stores. Comprising six stores within the Store Group community of independent retail and hospitality spaces, General Stores was one of the first retailers to list the spherical pre-mixed cocktail range when it launched last Summer.
“BuzzBallz Cocktails are fast becoming one of our best sellers,” says chief operating officer Lee Rhodes says: “We loved the BuzzBallz range as soon as we saw it and knew it fitted our demographic. We saw how popular they were in the States, coupled with the serious traction RTDs were getting in the UK, so wanted to take a punt and listed all six lines as soon as they were available here.
“It’s always exciting to see new products come to market but this one, with its novelty shape and size, bright colours and bar strength drinks, ticked so many boxes for us. It’s premium, fits into the on-the-go, grab-and-go lifestyle, and we knew our target audience would love it.”
The 200ml balls have a 13.5% ABV and an RRP of £3.99 each or two for £7. “The premium pricing versus the more mainstream lower ABV brands means that cash margins are very interesting,” says Lee.
He opted to take on all six flavours in order to provide stand out and give customers choice. “We stock the whole range, and while all six are flying off the shelves, the Chilli Mango and Strawberry Rita are our best-selling lines,” he says. “They really create a bit of theatre in-store as the colours really stand out, and Hammonds of Knutsford provided us with branded dump bins.”
He explains that the products were especially well suited to the outlets’ young adult customer base. “The majority of our shoppers are aged between 25 and 35 and usually shopping for small baskets of essentials, either going home from their place of work, on their way to a night out, or on their way home from gigs, events and parties. BuzzBallz Cocktails fit into the party scene – they can be consumed immediately from the ball or taken along to gatherings for an element of fun and spontaneity.
“They’re often purchased along with snacks, chocolates and sweets so really help drive impulse purchase. And they’re usually added to baskets on Thursday, Friday and Saturday evenings so we ensure we have plenty of them chilling in the fridges. The great thing for us is that our customers purchase them again and again as they know it’s a quality product that meets their needs and fits into their lifestyles.”
Despite the cost of living crisis putting pressure on consumer spending, Lee is confident that the products will continue to perform well. “It’s no secret that RTDs are a growing market, and we see BuzzBallz Cocktails playing a key part in this as they bring something fun and appealing to a category that could easily take itself quite seriously,” he says. “RTDs really liven up drinks aisles and offer something different from standard beer, wine or alcopop offerings. We know the products will sell well in the coming months - they fit nicely into sporting events with their round ball shape, so they’re certainly one to stock for the younger crowd.”
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