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Global Brands, a leading producer and distributor of RTD beverages, has announced its new premium range of 8.4% ABV cocktails – be. – has landed in over 300 ASDA stores across the UK

The new cocktail was launched in response to the remarkable 21% year on year[1] growth in RTD cocktails* – a segment anticipated to flourish as consumers continue embrace the diversity and innovation within the category.

be. is launching into ASDA with four initial flavours – Passion Fruit Martini, Strawberry Daiquiri, both nitro infused for a smooth, velvety texture, alongside a sparkling Paloma and pre-shaken Margarita – each made from the finest spirits and juices, catering to a growing appetite for tequila-based cocktails.

be. cocktails being listed in one of the four mults is a significant milestone for Global Brand’s expansion strategy in the premium cocktail market. To drive further listings, Global is set to launch an extensive marketing strategy in the coming weeks, utilising tactics such as PR, digital, social media, and OOH to drive interest in both the on and off-trade.

Launched with the complete sensory experience in mind, with a fresh premium aroma, dynamic trend-led design to create maximum on-shelf impact and a bar quality taste, be. offers customers their favourite cocktail flavours, without having to reach for the ingredients themselves.

Marketing Director at Global Brands, Matthew Bulcroft commented on the listing: “We are thrilled to partner with ASDA for the distribution of our be. cocktails. This collaboration underscores our dedication to making high-quality, bar-quality cocktails easily purchasable in stores across the UK. With ASDA’s extensive reach and commitment to offering innovative beverage options, we are confident that be. will quickly resonate with a wide audience of cocktail enthusiasts.

“Customers are not just looking for convenience when it comes to purchasing RTD products, they are also seeking quality and value. That is why we’ve utilised high-quality alongside vibrant packaging and tactile finishes, creating both a delicious taste and visual allure for consumers whether they’re enjoying them at home or on the move.”

be. canned cocktails are 8.4% ABV with a RRP of £3 per 200ml can.

*NIQ RTD data 52we 24/02/24

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