VK owner Global Brands has added a premixed cocktail brand called All Shook Up.
Two variants in a 250ml can - Passion Fruit Martini and Espresso Martini (both 4.5% abv) - have rolled exclusively into Tesco (rsp: £1.29/250ml).
Global claimed the move would would tap demand for greater variety in RTDs. “There is a gap in the market for a fun, easy to drink canned cocktail,” said head of marketing Jen Draper.
The launch follows “record” financials for Global Brands, whose turnover grew 16% to £42m for the year ending 30 September 2017. Founder and chairman Steve Perez attributed growth to “understanding what people want, whether that’s premium tasting mixers made using only natural ingredients or something different to sweet tasting fruit ciders”, and frontrunner VK’s success in the on-trade.
Since the start of the current financial year, sales across its portfolio had grown some 20%, said the company, with further product launches and distribution partnerships lined up for 2018.
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