Global Brands has launched a premium canned cocktail range called be.
Global Brands will initially launch five of the most popular cocktails in the UK, including Passion Fruit Martini, Pina Colada and Strawberry Daiquiri (200ml) all of which are nitro infused for a smooth, velvety texture. They will be sold alongside a pre-shaken Margarita and a sparkling Paloma (250ml) that satisfy the growing appetite for tequila and tequila-based cocktails.
The launch of be. canned cocktails with an ABV of 8.4% is a strategic move from the drinks giant.
Such is Global Brands confidence in its new brand and the RTD/RTS premium canned cocktail sector as a whole that it is supporting the launch of be. with a major marketing campaign. This will be split across off trade, on trade and consumer and incorporate marketing tactics such as PR, digital, social media and OOH.
The company say it has had “great feedback from on trade ‘dark bars’, where speed of service with top quality liquids is paramount.’
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 Brands’ line-up now includes VK, Hooch, All Shook Up, Shake Baby Shake, Beviamo, Kick Energy, Lustre, Franklin & Sons premium soft drinks, sodas and tonics, and Amigos Tequila Beer.